Shaanxi Daxing Tangyu Hot Spring Tourism Brand Building Optimization Study

In recent years, with the steady development of China’s economy, the tourism industry has become the national strategic pillar industry, leisure industry will be further warming. People travel mode gradually from the previous simple sightseeing to recreational go vacationing experience mode level gradually transformiation etc.. But the hot spring tourism as an important way of leisure, with its unique set of health care, health,entertainment, leisure and other functions have been widely recognized and accepted by the society from all walks of life. China is a traditional country upsurge of hot springs, hot spring tourism development is the southern area continue to rise, while the rich hot spring resources in the western region will enter a hot spring tourism development climax. In Shaanxi, Xi’an, Lantian Tang Yu Zhen has a reputation of "the best in all the land of hot spring has the name soup", from the Tang Dynasty is the source of China Royal Spa, thousands of years of prosperity, the water quality in addition to having abundant beneficial minerals, Tangyu hot spring water metasilicate and fluorine content reached can be named medical hot mineral water water or silicon fluoride standard. At present, in support of the Lantian county Party committee and county government, industrialization pattern of Tangyu spa town has begun to take shape, at the same time, the construction and management of Tangyu spa town of tourism brand of domestic and international mature compared to other spa brand still has many defects.In view of this, this article attempts through targeted, systematic of Tangyu spa town of brand building status of research and analysis, find out the key problems in the development process, with reference to advanced mode spa town of brand development and management at home and abroad successful, proposed the building of the optimization scheme for Tangyu spa town of brand, improve the the core competitiveness, to promote the tourism industry of Shaanxi rise from the single heritage tourism as the fashion entertainment hot springs town tour, the formation of a new growth point of the tourism industry in Shaanxi Province, provides some reference to play Shaanxi as a tourist destination charm.