Tourist Attractions Of Brand Image Building, And Dissemination Of Research

Into the new century, the tourism industry is gradually entering a new era of development. In modern tourism, marketing, knowledge, intelligence, management, innovation, and other intangible assets investment plays an increasingly important role. Destinations by branding the pros and cons and brand promotion is good or bad ,which has increasingly become an important factor for survival of a tourist city or tourist.The new market environment and information environment brought the birth of a new concept of marketing communications . In the 1990s , the integrated marketing communication theory advocated by the "consumer as the center, all the harmonization of marketing communication tools, by the reunification of the Objectives and a unified image transmission, delivers a consistent product information, and achieve the two-way communication with consumers, then create an overall, comprehensive impression and emotional identity, and quickly establish the brand status in the eyes of the consumer ,and the establishment of brand and consumer products Long-term close relationship ".These concept not only bring about revolutionary changes to corporate marketing, but also bring about a new marketing inspiration to the tourism industry.Tourism is a pre-consumer product. Tourism rely on the spread of brand image to tourists and potential tourists, resulting in the cognitive, motives, and ultimate realization of planned trips. For tourists, the choice of brand is an important tourist destination-oriented. For the area, the brand is a powerful means to strengthen features of tourism product. Especially in today's fierce competition in the tourism market, creating brand image and brand communication has become a key to occupy the high profit in tourism market.Scenic brand is shaped by market research, accurately grasp the characteristics of the status quo destination, "Focus on positioning" and fully integrated its unique rich content, form the core brand values, a clear and unified visual image of the brand. Positioning of tourist should be targeted at tourists on the needs and motivation , with unique resources of scenic areas , to find the meeting with each other, to create a unique image of Scenic. From the concept of integrated marketing, "all contacts are spread". For tourists, general public, relevant interest groups , their contacts to the scenic every time are likely to know the brand image ,then have a positive or negative impact. Integrate Promoting of brand means that will be communicated to all the information, including advertising, sales promotion, event marketing to show in the form of useful. Each information should be echoed as a whole and to support Brand on the area of information or the impression. If processing successful, it will send tourists through to the same brand of information and establish a brand equity. Scenic areas to promote the integration of major brands include five major parts: advertising, festive events, public relations, reputation spread, regional interaction, database marketing. Various means of communication are closely focus on the "brand image" core services, and strive to make all aspects of maintaining coherence and coordination, so as to maximize the effectiveness of communication.