Study On Construction Of Tourist Destination Brand In Guang'an "Deng Xiaoping's Native District"

This thesis focuses on the tourism destination brand---one of the tourism brands, to find the measures for the construction of tourism destination brand. Summarized the previous studies, and takes the Guang'an Deng Xiaoping's native district as a case study, the author make a great effort to resolve the problems about the construction of tourist destination brand in Guang'an, based on the general theories of the tourist destination brand. Then, the paper surrounds the construction, expansion and management of brand, which is the key contents to this thesis, combining the present development and questions existed in Guang'an travel brand, the thesis studies deeply on the measures of setting up the brand of Guang'an "Deng Xiaoping's native district". The thesis consists of 6 parts.The preface gives an introduction to the background and significance of this research, takes a view of the present research of tourist destination brand both home and abroad, and summarizes the problems and reasons in the brand construction in our country. Finally, the research way of this paper is put forward.The second part is about the basic theories of the tourist destination brand. Firstly, the author differentiates and analyzes the relevant concepts of tourist destination brand, summaries the content of tourist destination brand and its features, puts forward the main consisted factors of tourist destination brand. Then, the author researches on the brand position. Finally, the core value of the tourist destination brand is studied in the part.The parts from three to five are the key contents, including the construction, the expansion, and the management of the brand of Guang'an "Deng Xiaoping's native district".To the brand construction of Guang'an "Deng Xiaoping's native district", this part firstly introduces the Guang'an generally, evaluates the tourism resources of "Deng Xiaoping's native district", analyzes the present condition and problems of the brand construction of"Deng Xiaoping's native district", points out the advantages and disadvantages of the brand construction, puts forward the principle of building this brand. In the end, the measure of setting up the brand of Guang'an "Deng Xiaoping's native district" is researched.At the brand expansion of Guang'an "Deng Xiaoping's native district", based on the analysis of the customer market, the thesis carries on the position of the target market, puts forward the marketing strategy of the brand of Guang'an "Deng Xiaoping's native district". It's the main point to elaborate the brand marketing combines strategy of the "Great Man Native District" brand.To the brand management of Guang'an "Deng Xiaoping's native district", the thesis provides the meaning of the brand maintenance about the tourist destination, points out the concrete measures to support the brand of "Deng Xiaoping's native district", and puts forward the available measure to the management of this brand.The last part concludes the main points of brand building of tourist destination that explored above, and also puts forward the issues needs a further research.