Research On Brand Competitiveness Of Tourist City

As the industrial structure of our country changes,the tourism industry has been developing a lot,making huge contributions to economic development of our country.It has become an important part of economic development of increasing number of cities,which are willing to invest more resources in order to attract more tourists with increasing revenue.Representing images and overall strength of cities,brand competitiveness has been gaining more attention in recent years.How to strengthen the cities’ brand competitiveness in order to earn a bigger share in market has become a vital issue for the government officials and business insiders.As for how to measure the brand competitiveness,there are many different kinds of viewpoints and perspectives in academic circles and a piece of tool for measuring the competitiveness is needed,which should be standard and useful.The essay is meant to build a measuring system for measurement based on logical theoretical derivation.The paper builds firm foundation at first,including exploring the environment and purpose of the research,sorting out and summarizing the written papers and study materials,making good preparations for the research.The research develops in three perspectives: ecological position ability,ability of collective evolution and environment supporting ability,building models,introducing advantage of brand difference theory and value of tourist sensing,leading to a logical and complete mechanism of forming of tourist city brand competitiveness.One of the highlights of the paper is the combination of theory and practical use.The paper selects indexes,composes a measuring system,gains meaning of indexes through principal component analysis,via SPSS.The measuring system is designed for measuring brand competitiveness to provide quantitative reference for improvement.As a study case and example of the measuring model,Chengdu has become a more and more popular tourist destination.It is the capital city of Sichuan Province,which possesses rich tourism resources and has been attracting great number of tourists with its distinctive tourism resources and regional culture.With rapid economic development and influence,also its progress in tourism industry,Chengdu has gained much attention.However,it still has much space for improvement.And because of the similarities they share,Chengdu and Chongqing are put in comparison from time to time.The overall development level of other southwestern cities are behind off still far,though they have rich tourism resources,which provides interesting foundation for comparing.The combination of circumstances of the Chengdu and its regional environment turn out to be of great value to research.Speaking of the advice and suggestion part,the essay elaborates on how brand planning and environmental supporting should work based on the distinction of brand competitiveness,which comes out in a systematic form.The essay integrates qualitative analysis and quantitative analysis based on logical and theoretical derivation and tries to set up a measuring system via PCA with the help of SPSS,which suggests an appropriate way to measure the brand competitiveness of tourist cities.At the same time,it shows clear direction for tourist cities to improve.Meanwhile,the paper takes Chengdu as an example for explaining the way the theoretical model and measuring index system for brand competitiveness work,as effective approaches to analyze its circumstances and show directions for improvement.The essay combines theory and practical use,presenting a new perspective for concerning research.