Research On Formation Mechanism Of Tourism Destination Brand

With the intensification of market competition, the brand effects have already beento the consumers’ mind deeply. Brand is not just a recognition on the identity of the otherproducts and services, it is the enterprise core value, it is still the key to enhance the corecompetitiveness of enterprises and organizations. Tourist destination competition alsogradually transits from tourism resources and tourism products competition to thecompetition of tourism brand, each big scenic spots accelerate the process of brand.Brand has become the most powerful marketing weapon of tourist destination.Domestic research on tourism brand since the emergence of the "tourism brand" in2000, and then the study of tourism brand increases rapidly. Domestic scholars studiedtourist destination brand from different views, research field involved destination brand,city tourism brand and regional tourism brand. Research contents involved spread,management,building of brand, equity assessment of destination brand, brandrelationship and the role of government in tourism brand construction, etc. Existingresearch focus on tourism destination brand operation and management, and the study offormation mechanism of the tourism destination brand is still rare.Firstly, the article describes and defines the relevant theories and concepts. Secondly,it analyzes the formation mechanism of tourism destination brand from three aspects,theinfluencing factors, the formation path of brand and the formation mode. It analysisaffecting factors of the formation using value chain analysis method and entropy valuemethod, combining the empirical, and builds the model. On the basis of Strategicdecisions, the form of brand assets, brand growth path, it analyses the path of brandformation. Finally, it categorizes the formation pattern of tourism destination brand, andputs forward the corresponding countermeasures.