Research On Chinese Tourists' Perception Of Tourism Brand Image In Halong Bay, Vietnam

Tourist brand awareness is the tourist’s understanding of the brand,memory and identification,and the formation of a more stable evaluation of the psychological process.With the development of tourism and the increasingly fierce competition in the tourism market,the competition in the tourism market is more and more manifested as the competition of tourism brands,and the tourism brand is the core competitiveness of tourist destinations.Tourist cognition plays an important role in brand building of tourist destination.Based on the study of tourism brand awareness of Halong Bay in Vietnam,this paper first analyzes and summarizes the research status and theory of travel brand cognition research at home and abroad.And the related concepts of tourism brands are explored one by one,including the theory of brand,tourism brand,brand cognition,tourism brand positioning and so on.Secondly,it is an overview of the tourism industry in Vietnam as a whole,and an analysis of the basic situation and characteristics of tourism in Vietnam.Halong Bay in Vietnam is selected as the research object.The tourism development in Halong Bay,the evolution of Halong Bay tourism brand and the inbound tourism of Chinese tourists are studied.Focus on research patterns and assumptions.Mainly in accordance with the needs of the study,the design of the relative options and measurement methods and make assumptions.Set variables based on survey site and survey time.Finally,based on the analysis of the survey results,this part summarizes the findings of Chinese tourists’ cognition of Halong Bay’s tourism brand image by strengthening the guiding role of the government and the association;developing Vietnam’s tourism products according to local conditions;pays attention to tourism brand marketing;Product market segmentation in four areas to explore the promotion of Halong Bay tourism brand recommendations.