Research On Spreading The Tourism Brand Image Of Sanshui District,Foshan

With the adjustment of China's industrial structure,the tourism industry has developed rapidly and has made great contributions to the regional economy.Accordingly,the tourism market competition becomes more and more intense.In this situation,only the local goverment puts a far greater emphasis on creating the tourism brand characters featured with bright personality and unique charms,can the consumers accept it.This paper selects the tourism brand image communication in Sanshui district of Foshan City.Firstly,the background,the significance,the relevant research results of local tourism brand communication at home and abroad are expounded in this paper.At the same time,The key issues that need to be discussed in this paper are put forward,the research methods and innovations applied are clarified,and the tourism resources in Sanshui District are sorted out.Secondly,Through a questionnaire survey to ascertain the status of Sanshui's brand communication:most of Sanshui tourists are young people aged 19-35,mainly from the Pearl River Delta region,mostly through the network,relatives and friends to obtain Sanshui tourism information,the understanding of Sanshui tourism resources focused on two National4 A Tourism Spots and the Jianlibao brand of carbonated drink,their deepest feeling of Sanshui tourism is original ecology,green and fresh,the comprehensive satisfaction of Sanshui tourism needs to be improved.In addition,Lasswell's "5W" theory is used to systematically analyze the five elements of tourism brand image dissemination in Sanshui District.It is found that in terms of the main body of dissemination,Sanshui District has initially formed a main dissemination pattern with government departments,tourism enterprises,media organizations,trade associations and other organizations,supplemented by urban residents,tour guides,tourists and other individuals.In terms of communication channels,it mainly relies on three media: radio,newspaper and television.The use of new media mainly focuses on wechat and micro-blog platforms.In terms of dissemination content,in the tourism information issued by Sanshui Cultural and Sports Tourism Bureau,the occurrence frequency of humanistic and natural tourism landscape is comparable,and the promotion of food resources is paid great attention to;tourism enterprises are more focused on publishing their own propaganda content.In termsof communication audience,the core market of Sanshui tourism is mainly within 2hours drive,that is Guangzhou and Foshan area.In terms of communication effect,although the number of tourist reception visitors in Sanshui District is increasing year by year,the growth rate is fluctuating year by year,and the effect of brand communication is not very obvious.On this basis,this paper comprehensively analyses the problems existing in the dissemination of tourism brand image in Sanshui District,such as: the ambiguous orientation of tourism brand image,the lack of a unified whole of coordination and interaction among the disseminators,the single dissemination channel,the poor consistency of brand information,and the neglect of target audience analysis.Finally,the feasible countermeasures to optimize the effect of Sanshui tourism brand image dissemination are put forward,which include making a personalized brand image positioning,establishment of government-led brand communication alliance,integration of new media and tourism professional media to carry out diversified dissemination,focusing on the content dissemination of the combination of local humanistic and natural ecology,and using new media to strengthen interaction with the audience.In summary,the conclusions of this research not only provide some decision marking basis for Sanshui District,but also provide some references for other domestic cities.