The Research On Ho Chi Minh City Tourism Destination Brand Construction

21st century is the era of development and competition between cities all over the world. Since the reform and opening up of Vietnam, cities nationwide start their journey head to the world, head to this development and competition era. With the travel boom and the intense competitions between tourism destinations around the world, as one of the most important tourism destinations in Vietnam tourism development plan, Ho Chi Minh city has a huge number of opportunities and have to face many challenges at the same time. Nowadays, more and more tourism destinations construct their own brands, if Ho Chi Minh city doesn’t want to be eliminated, it must develops along the branding trend. Therefore, building the tourism destination brand for Ho Chi Minh city is one of the most important and effective strategies that can highlight its dominances and improve its competitive, and it’s worth to research.This paper first elaborated tourism destination brand related concepts and researches, as the theoretical base for the whole thesis.Then use Analytic Hierarchy Process (AHP) to evaluate Ho Chi Minh city tourism resources, and do the research with detailed analysis about Ho Chi Minh city brand’s current situation, thus thorough understand its conditions include its dominances and problems. According to Ho Chi Minh city’s high-value historical and cultural resources, combined with the actual situation of the city, proposed the target positioning as:"Historic City, Cultural Capital, Leisure Tourism". Afterward, use the Corporate Identity System (CIS) to build Ho Chi Minh city’s brand identity system includes mind identity, behavior identity and visual identity. At last, suggested six promotion methods include staff promotion, public relations activities, government marketing, advertising, event promotion, internet propaganda.The method and strategy to construct Ho Chi Minh city tourism destination brand in this paper is targeted and practical. This paper is taken to accelerate the application and attention of brand theory in the process of Ho Chi Minh city’s tourism management, in addition this paper also has reference value in the process of Ho Chi Minh city tourism destination brand construction, can enhance Ho Chi Minh city’s tourism image and competitive strength.