Problems And Countermeasures Of Event Marketing Leading Brand Growth In Tourism Scenic Spots

Nowadays,the competition in the tourism market is increasingly fierce.Event marketing can quickly improve the popularity and reputation of scenic spots and establish a good brand image for scenic spots.More and more scenic spots want to promote the brand of scenic spots through event marketing.Event marketing can not only improve the popularity and reputation of the enterprise,but also has the function of triggering the interest of the media and the attention of the audience,promoting the brand rapidly,expanding the scope of brand communication,deepening the brand impression and strengthening the audience's cognition.Zhangjiajie is a well-known tourist attraction both at home and abroad.Through planning a series of event marketing,tourism brands have been promoted rapidly and the number of tourists has increased year by year.By selecting Zhangjiajie tourism brand as a case study,this paper analyzes and combs the marketing events of Zhangjiajie scenic spot in the past 30 years,makes an empirical analysis on the effect of event marketing in Zhangjiajie scenic spot to promote the brand,designs questionnaires by using social investigation method to carry out relevant investigations,makes descriptive,difference and correlation analysis on the collected data,probes into the experience and existing problems of event marketing in Zhangjiajie scenic spot,and in the light of the existing problems of event marketing in Zhangjiajie scenic spot,Try to summarize the countermeasures of optimizing event marketing and the strategies of continuously leading brand growth,providing new ideas and methods for Zhangjiajie scenic area to lead brand growth through event marketing.