Analysis On Jinggangshan's Red Tourism Resources And Brand Communication Research

Because of the need for patriotic education and the prominent role of tourism in promoting region's economic development , red tourism developed in the guide of government , and along with China's overall tourism to flourish into a market-oriented competitive stage.The purpose of this thesis is to reveal the healthy development of red tourism industry must have brand awareness。Do best on market positioning and tourism product optimization .To achieve the purpose of consumers'maximize interests by effective communication. In this paper, the Jinggangshan's tourism resources, including scenic resources and market resources, made a detailed analysis. This thesis made a SWOT analysis for Jinggangshan tourism and draw up to building the first Chinese red tourism destination. Writer has full market survey and statistical data do support this. This survey was targeted at 220 Jinggangshan tourists, 210 valid questionnaires. The study found that both the natural scenery and the education on revolutionary traditions are strong tourist attractions in Jinggangshan. At the same time, Jinggangshan have the potential of developed tourism. So I made the Jinggangshan"plum blossom"product model: the"traditional education revolution","developed tourism"."leisure resort". To outline the planning model of Jinggangshan red tourism brand communication by the idea of Integrated Marketing Communications. This paper raised image positioning, advertising, public relations, event marketing strategies and methods. To highlight the characteristics of green,I also put forward the"Jinggangshan fairy waterfall"silver bullet brand communication strategy . That is to use the sub-brand"fairy waterfall"to change the image of tourism in Jinggangshan. This study can be a guide of the Jinggangshan red tourism development and a reference of other areas.