Study On Brand Competitiveness Of Tourism Cities

Since the reform and opening up,China has achieved a historic leap from a tourism-scarce country to a tourist country.During the construction of the “Thirteenth Five-Year Plan”,tourism,as an important area for benefiting the people's livelihood,has become an important part of improving people's livelihood.It will promote governments at all levels to pay more attention to tourism development,promote more urban and rural residents to participate in tourism,and promote investment in tourism.The tourism development environment will be further optimized.Tourism cities are the basic unit and important node of world tourism.In the world tourism development system,cities play an extremely important role in the generation of tourists,destination reception and traffic transit.Cities and tourism are mutually reinforcing and common development.The city provides a carrier for exploring the laws and trends of tourism operation,helping to formulate tourism development strategies such as promotion,resource development,project construction and service optimization;tourism promotes urban development,stimulates urban economic growth,increases employment,and promotes urban infrastructure and environment.And the protection of cultural heritage,creating a good city image for the city and creating value and opportunities for urban development.As tourism gradually becomes a dominant industry,more and more cities are actively developing tourism,leading to “one thousand cities” in domestic tourism cities,and the phenomenon of homogenization is serious.The field of tourism competition expands from the competition for the source market to all aspects of tourism development.The competitiveness of city brand is the core competitiveness of tourism city.How to build a unique and charming city brand in tourism city;what factors affect the competition of brand in tourism city and how to improve the competitiveness of brand in tourism city.These are issues that need to be considered in the face of this challenge.The current research on tourism brands in the academic world is still in its infancy.Most of the research is about the study of a single tourism factor such as tourism resources and tourism industry.There is relatively little research on the competitiveness of tourism city brands.This paper reads and searches a large number of related literatures.Based on the previous studies,through questionnaire survey,from the perspective of tourists,it analyzes the influencing factors of tourism city brand competitiveness,and builds a tourism city brand competitiveness impact model,based on the perception of tourists.The results of predecessors put forward the evaluation index system of tourism city brand competitiveness.Taking Chongqing as an empirical research object,the main tourist cities of Chengdu,Guiyang and Kunming were adopted to conduct comparative research with principal components analysis methods through the SPSS20.0 software.The following conclusions:1)In the comparison of tourism city brand competition resources,through the ranking of principal component factors,Chongqing's comprehensive factors are ranked 2nd in 4 cities,and the overall ranking is also ranked 2nd,indicating that Chongqing's brand competition resources are in the southwest region.better;2)In the comparison of tourism city brand competition process,Chongqing's comprehensive factors ranked first,and the overall ranking is also the first,indicating that Chongqing has excellent tourism marketing channels and channels of communication;3)In the comparison of the competition environment of tourism city brands,Chongqing's comprehensive factors ranked third,ranking 3rd overall,indicating that the competition environment of Chongqing tourism brands is poor.4)Through the comprehensive ranking analysis of competitive resources,competition process and competitive environment in the competitiveness of tourism city brands,it is found that Chongqing's tourism brand competitiveness ranks second,indicating that Chongqing's tourism city brand competitiveness in the main tourist cities in Southwest China The advantages are obvious.According to the research conclusions,the corresponding development suggestions are put forward: to enhance the attractiveness of tourism products,to shape unique tourism city brands,to improve the marketing and promotion ability of tourism cities,to strengthen the network communication of brands,to deeply explore tourism cultural resources,to enhance the cultural connotation of brands and to improve the environment of tourism cities.To improve the environmental attractiveness,promote the international development of tourism cities,improve the international competitiveness of the brand,and establish a sound talent support system and other countermeasures,in order to further enhance the competitiveness of Chongqing's tourism city brand and expand the understanding of the importance of tourism city to urban brand building.To promote the construction of multi-domain,multi-level and multi-channel tourism city brand building mechanism,to help more tourist cities to lead by brand building and achieve coordinated development of economy,society,culture and ecology.