An Research On The Advertising Dissemination Problems Of Hainan Tourism Image

Hainan Province is located in the southernmost of china and is the only tropical island in china known as the "Oriental Hawaii " in the world, where tourism resources are abundant with the rapid development of China's tourism driven by the overall economic boom of china ,Hainan is enjoying a real boom in tourism. According to the statistics, the total tourism income of Hainan Province is 25.763 billion yuan in 2010, an increase of 21.7%.And Hainan has received a total number of 25,873,400 Overnight travel passengers, an increase of 15.0%. However, there are a lot of problems that can not ignored behind the prosperity,such as the Chaotic market environment, poor quality of service,the dominant role of Sanya tourism and the Low-end tourism image etc. This paper analyses the Communication Problems of Hainan tourism Image and Hainan tourism resources in order to offer well targeted strategy for the building and dissemination of Hainan tourism image by empirical investigation and adopting relative theories of communication and advertising.According to the empirical investigation data of the tourists Background sensation image and on-trip perceiving image of , it is concluded in The second chapter that in the eyes of many tourists ,Hainan is a tropical resort island whose tourism develop rapidly but not quite mature. Hainan has abundant tourist resources that are on a par with the International tourism well developed regions.But there is still a big gap compared with that areas in service quality, market regulation and the quality of tourism employees.what is more , The tourist resorts planning,urban transportation and sanitation performance is barely satisfactory. Through analysis of the image of Hainan tourism,the Chapter III mainly discuss the shaping and communication problems of Hainan tourism image.At the present stage the main problems are unreasonable Tourism Resource Exploitation, Chaotic tourist resorts planning, the oneness and conformity of tourism program, the management system disorder, chaotic tourism market and a lack of brand awareness, insufficient exploitation of Brand Effect , crudely made tourism advertisement and the oneness of ad expression and Inadequate publicity and funding of Hainan tourism.Tourism advertising plays an important role in promoting a region's tourism and the shaping of tourism image. A region can produce a profound impression on the audience by high-quality ads. Now, More and more tourism destination image building and promotion of tourism products use advertising to expand influence and attract customers. Therefore,Based on the analysis above, the fifth chapter put forward the strategies of advertising communication development of Hainan tourism, such as the Image positioning strategy , the Media Strategy, the brand promoting image, and the target market positioning strategy and the festival activity promoting strategy.Hong Kong and Singapore are the representative well-known tourism destinations in Asia, which have been in the van of tourism development for years And they has accumulated many successful experiences of tourism advertising promotion which china can use for reference. Therefore,the last chapter mainly analyze the tourism advertising promotion of those two regions and puts forward some useful lessons Hainan can draw from.