The Study On Tourism Brand Building Of Forest Park

At present, forest park tourism is developing rapidly, and the market competition has gradually turned from the price, the product to the brand. While, most of forest parks just own the products but not the brands,and still stay in the initial stage where the brand values are weak and the competitiveness are low. So, building the brand to improv the brand's value is sole choice for the forest park tourism. However, the relative systematic research and brand development just began, and the most achievements maily focused on the slogan of brand awareness and the theoretical research on brand image planning. Therefore, it is extremely urgent for forest park tourism to research the brand building and put them in the application. In order to grasp more comprehensively, it studies deeply on the brand building's elements, the one's strategy, the one's value and the one's maintenance, and constructs the framework of brand building of forest park tourism based on the choice cost and the brand credit, and makes an empirical study on Wuling Mountain Forest Park. The study is divided into the following sections:Firstly, research and summ up the relative results at home and abroad, and scientifically define the concepts about forest park brand and brand building, at the same time, regulate their correlation. On the basis of the above, it puts forward creatively the target of raising brand credit degree and the brand attributes, clarifies the importance of the category building in the course of the brand one, and makes a conclusion that the invisible elements are connotation, the dominant elements are carrier and the experience elements are core.Secondly, starting with the analysis of choice cost, using utility function and hotelling model, it builds the forming model of forest park brand based on the choice cost from the supply and demand. Taking the particularities of tourism into account, it modifies the brand credit function, analyzes the six elements, and builds the cone-shaped model from the benefits of category, the products and services, as well as the forest parks'names and logos. All the above lead to the framework system of brand building elements, including the category ones, the carrier ones, the communication ones and the experience ones.Thirdly, proceeding with the analysis of the brand connotation, it puts forward the category shape strategies at the level of the category building model, the shaping paths and the standards from the angles of competitors, tourists'demands and the owning resource. After that, it researchs the brand carrier, the brand communication and the brand experience, and illustrates the shaping paths on account of tourists'attitudes, then presents the strategy system of the brand building of forest park.Fourthly, it defines what constitutes the brand value of forest parks from two perspective of tourists and business operators, and presents brand value factors. Introducing income-value approach, it constructs the value evaluation system of brand credit degree from the views of tourists, and identifies the index weight using actor analysis. Afterwards, from the point of " reducing production cost-increasing the choice's efficiency-improving the output ", it determines the brand qualitative evaluation based on the output and a more scientific and comprehensive double evaluation system.Fifthly, in the studying of the brand building maintenance system, it ascertains the stakeholders of the brand building according to the legitimacy, authority and urgency, and discusses their interactive cooperation relationships and game relations. From the registered trademark, it analyses the brand protection measures, and presents the system of brand extension and the brand crisis management.Finally, it makes an empirical study on Wuling Mountain Forest Park. The relative data was collected by utilizing depth interview, Likert test 5 points and structured questionnaire. The category, brand symbol carriers, tourists'basic characteristics and brand value of wuling mountain forest park were studied empirically with materialized, qualitative and quantitative research methods. On the basis of the current situation analysis, it calculates the brand value, and puts forward the brand shaping and brand protection strategies. The empirical study is not only the scientific test to the theoretical system but also the directions for Wuling Mountain .This paper's novel points may run as follows: First, constructing the system of brand building of forest park tourism based on the choice cost and the brand credit; second, forming the quantitative evaluation model of the tourism brand of forest park based on brand credit degree; third, the category benefits of forest park is put forward for the first time.