The Development Status And Countermeasures Of Hunan Province County Tourism Brand

With the development of tourism in the county and the diversification of consumer demand, excellent county tourism brand has become a meaningful things. Hunan Province is rich in county tourist resources and county tourism brands. According to the characteristics of tourism brands, it can be divided into five types of tourism resources brand including in red tourism brands, geological and eco-tourism brands, the brands of historical and cultural tourism, characteristic industry tourism brands, sports tourism brands. According to the stage of brand development in Hunan county tourism, it can be divided into four types including in development of mature type, development start-type, development constraints type, blocked development type. Meanwhile, in the development process, Hunan Province county tourism brand presents three features that are agriculture-dependent features, culture and tourism combination features and the coexist trend of competition and cooperation.In an increasingly competitive environment, the development of Hunan Province county tourism brands face different challenges and opportunities. This paper uses SWOT analysis method to analyze the current situation of Hunan Province county tourism brand. The main advantages and opportunities are that government support brand development, expanding demand of domestic market, strong industrial base, and transport facilities developed. The main problems and challenges of Hunan Province county tourism brand are brand distribution and uneven development, imperfect brand planning and management system, unreasonable brand positioning and low brand communication efficiency. According to the development status of Hunan Province county tourism brand, the construction of Hunan Province county tourism brand can grasp from four areas including in the subject of Hunan Province county tourism brand building, the content of Hunan Province county tourism brand building, the channels of Hunan Province county tourism brand building and the audiences of Hunan Province county tourism brand building. That can hold from four aspects including in making use of the role of government, creating differentiated communication strategy, integrating brand communication approach and establishing interactive mechanism of audience spread.