Research On Brand Image Elements Of Tourist City

With the development of tourism and the rise of many tourist cities, the competition among tourist cities becomes more and more intense. The city managers began to realize the importance of building the city brand. To build the city brand, we must first establish a good image of the city, but in the process of establishing image, some cities highlighted its features mainly with the way of importing the tourism logo and refining tourism slogan, which only simply to enhance the image of the city from the perspective of visual symbols, the effect is transient. In the long term, it has more important significance to view tourist city as a brand constituted by various tangible and intangible elements and to improve a city image from the perspective of brand image. At the present, there is little research on brand image of tourist city. Based on this, this research aimed to build the model of brand image of tourist city by empirical analysis, which may do some help to the brand building of tourist city.Firstly, this article has collected and reviewed the existing related domestic and foreign research. And then construct theoretical model based on the characteristics of tourist city and models of brand image which Bell, Fan Xiucheng, Dong Dahai has proposed. The theoretical model consists of four dimensions, namely the image of tourism function, the image of tourism services, the city's comprehensive image, the brand personality of the city. And then, on this basis, the article expand empirical analysis, including using exploratory factor analysis to reduce variable dimensions and extract seven factors of brand image. Finally, the article has verified the model combined with fit index of confirmatory factor analysis, reliability, validity.The conclusion indicates that the brand image of the tourist city is a complex multidimensional concept which composes of a variety of elements. It is mainly constituted by 32 indicators and can be divided into seven dimensions, that is the overall image of the city, the image of tourism function, travel convenience, infrastructure environment of the city, the image of tourism services, brand personality of the city, culture of the city, and what different from tangible products is travel convenience, infrastructure environment of the city, culture of the city are also important dimensions of brand image of the tourist city. The conclusion also indicates that degree of importance of the seven dimensions is:overall image of the city, the image of tourism function, travel convenience, infrastructure environment of the city, the image of tourism services, brand personality of the city, culture of the city.According to the conclusions, the article gives recommendations on constructing the brand image of tourist city. In order to establish a good brand image, build strong brands of tourist city and attract more tourists, tourist city should enhance brand image of the tourist city from various aspects, pay attention to the overall image of the city, try to create a variety of recreational activities, focus on city culture and construction infrastructure environment.