Based On The Theory Of Ecological Niche Tourism Performing Arts Brand Evaluation Research

After reform and opening up30years of development, China in economy,culture, science and technology got rapid development, especially the tourismindustry from the end of last century the start groping stage development has maderemarkable achievements. Along with the rapid economic progress and life standardand quality improving, and embodied in the tourism industry in recent years, culturaltourism and experience tourism develop rapidly and expansion, which is totransformation and upgrading of tourism industry to speed up the steps. Tourismperforming art as a typical representative of cultural tourism types at the same timehas the characteristics of tourism and leisure travel experience, and become the newtrend of tourism development; tourism performing arts can meet the needs of tourists’pursuit of cultural experience, and the tourism project arises at the historic momentand has great development potential."Impression Liu Sanjie" is one of landscape subject-live performance etourismperforming art projects, which is built in Guilin,2004. The success of the"impression Liu Sanjie" forms the starter drive effect. For later around developmentwith local cultural characteristics of various types of tourism performing arts projects,many places have built domestic tourism performing art high-quality projects, andenriched the tourists in the tourist destination of tourism form and content. This styleof tourism project complies with the demand of tourists in the new period, and hasinjected new vitality for the tourism market of China. It also has changed the past "seethe temple in the day and sleep at night" form of the tourism, and can promote thesustainable development of tourism economy.Niche theory about brand as the breakthrough point, this paper analyzes tourismperforming art activity research. This paper analyzes respectively from the degree ofbrand niche breadth, overlap and condition evaluation of three dimensions, and makesthe "impression" series of tourism performing arts project as the empirical object, six of them project evaluation. After in-depth analysis and study, this paper concludes thatthe "impression" series brand niche state of each project, according to the conclusionof analysis about tourism performing arts brand ecological pattern, put forward thecorresponding strategies and suggestions.This paper is divided into seven parts, the first chapter is the introduction mainlyintroduces the research background, research purpose and significance of research;the second chapter is tourism performing arts, ecological niche, brand knowledge andbrand niche related research review; the third chapter is the tourism performing artsbrand development stage; the fourth chapter mainly respectively expounds tourismperforming arts width, overlapping degree of brand niche area and individual stateevaluation and evaluation methods; Chapter5before "impression" series will be asthe basis of empirical study, data collecting and organizing relevant indicators, choosesuitable brand niche evaluation method, the results; Chapter6according to the resultsof the analysis put forward the strategy to solve the problem of tourism performingarts brand presence and Suggestions; Chapter7is conclusion to summarize about theresearch results and deficiencies of this article.In this paper, the main research conclusion includes the following aspects:Tourism performing art brand development is not mature in china, not formed aset of effective brand operation mode and cannot form a strong brand competitiveness,because lack of innovation ability and expanding ability. Tourism performing artsbrand are very much dependent on the resources. With narrower niche breadth, thereplication between tourism performing arts project, same type of brand niche overlapdegree is high, hindered the growth of tourism performing arts brand. At present, thedomestic various types of tourism performing arts projects are developing rapidly, andthe government and the social have paid more and more attention, especiallyacademia to study more in-depth and mature. Based on the research of tourismperforming arts brand niche status, present status of development of the tourismperforming arts brand is conducive to the sustainable development of tourismperforming arts brand and brand create reference model.