Shape The Research, Based On The Semiotics Of Tourist Attractions Brand

The rapid development and fierce competition of tourism has made tourist attractions facing new challenges. Branding has become an inevitable trend for future development of tourist attractions in China. More and more scholars have paid attention to this issue. The problems in present research of tourist attraction brand building are mainly as follows: (1) the concept system of tourist attraction brand has not been really established, the connotation of the concept lack of in-depth analysis; (2) Some scholars borrowed the city or region branding theory directly in their research, putting more emphasis on image building and marketing, giving little consideration to the distinctive feature of tourist attraction brand and the actual situation of tourism development of China. Tourist attractions are much smaller than cities or regions in scope, appearing to be particularly prominent and important in their functions, which should be paid more attention in theoretical research and practice. Basing on former scholars' researches on brand theory and tourist attractions, the dissertation gave deep analysis to tourist attraction brand using semiotical theory and method. On this basis, the paper did systematic study on brand building and put forward conceptual frame, basic principles and method for brand building combined with case study.The main research content and achevements are as follows:1. Based on Peirce's semiotic theory, the brand triangle of tourist attraction was established by which the concept of tourist attraction brand was defined and deeply analyzed. Several grouds of concepts including tourist attraction image buiding and tourist attraction brand buiding were compared and analyzed, clarifying the concepts to some extent.2. A conceptual frame for tourist attraction brand building was established and put forward, based on which systematic research was done. According to this conceptual frame, tourist attraction buiding included two important parts: tourist attraction building and tourist attraction symbolizing.3. Research was done on tourist attraction buiding. Combining with goal and main strategies of tourist attraction brand building, basic principles and building model of tourist attraction were put forward as well as strategies for establishing tourist attraction identifying system.4. Tourist attraction building research for three types of tourist attractions were done, respective building strategies were put forward.5. Some problems on tourist attraction symbolizing were studied including brand name and symbol desiging, the concept of projected tourist attraction image and its building were put forward from semiotic angle. At last brand spreading was discussed, several important principles and brand spreading channel net were given.6. Outter and inner support factors for tourist attraction brand building were analyzed.7. Case study were done, taking Xian Cuihuashan Scenic Spots as example.New points in studying were as follows:1. Took a new study angle. As a symbol, tourist attraction brand can and should be taken into semiotic studying field. Now, no scholar tried from semiotic angle to study on tourist attraction brand building. The study is a valuable try.2. Definition of tourist attracting brand was given from semiotic angle. The paper also compared and analyzed the concept of tourist attraction image building and tourist attraction brand building, clarifying some conceptual confusion in theoretical research and branding practice.3. A conceptual frame for tourist attraction brand building was put forward, forming a systematic research line including both function and image building.4. The concept of tourism experience was introduced in the study and the people-oriented concept was strengthened.Tourist attraction brand building is a systematic project, so, the corresponding research work involves lots of problems. Due to time and capacity limitations, the research is very superfitical and shallow. More study is going to be done in the future.