Research On The Tourism Brand Image Promotion In Guizhou Twevel Beihou Scenic Spot

Mass tourism era,travel demand diversified and multi-level state.Tourist destination with its own unique product tourism brand image,is beneficial to enhance the awareness of the destination,to enhance competitiveness in the competitive market,enhance the attraction of tourism brand,influence.Brand management has become a tourist destination of tourism,tourist enterprise management an important part of.But tourism brand image itself connotation is rich,broad,is how to define,measure,evaluation of tourism brand management problems.Academia also tourism brand image from a different perspective,to better grasp the formation and development of it,but for now the academic discussion focused on the micro perspective,few scholars from the macro perspective.This study to Guizhou Twevel Beihou scenic spot tourism brand image as the research object,constructing evaluation index system of the tourists,put forward countermeasures for tourism brand image promotion.First of all,to understand the basic situation of Guizhou Twevel Beihou scenic spot behind and its emergence,development and operation status quo of tourism brand.Secondly,based on the theory of CIS theory,tourism brand image,on the basis of previous studies,combined with Twevel Beihou scenic spot the actual situation of the scenic area,build tourism brand image idea Twevel Beihou scenic spot identification,behavior recognition brand image of tourism,tourist brand image visual identification tourists evaluation index system,in three dimension consists of 7 secondary indicators and 24 tertiary indicators.Then,tertiary evaluation index into the questionnaire to the tourists visited Twevel Beihou scenic spot behind the issue,using SPSS software to analyze data recovery,get respondents to Twelve Beihou scenic spot tourism overall perception of the brand image and perceived differences of different respondents.Finally,respectively,three dimensions of tourism brand image promotion countermeasures are put forward.In terms of Twevel Beihou tourism brand image mind identity: shaping tourism brand personality;Unified tourism brand slogan.In terms of Twevel Beihou tourism brand image identity: improving the quality of tourism brand products;Improving the quality of tourism brand service;Differentiation of tourism brand promotion activities.In terms of Twevel Beihou tourism brand image visual identity: Optimizing the tourism brand logo;Launching differentiated application extension products.In this paper,by using the combined method of qualitative quantitative,through literature research and field investigation to build Twevel Beihou scenic spot brand image behind tourists evaluation index system;By describing the statistical analysis of the behavior characteristics of tourists and their perception of tourism brand image;Through independent sample t-test and single factor variance test analysis of tourists’ perception differences.