Research On The Evaluation And Promotion Of Guangzhou Tourism Brand Equity Based On Content Analysis

The market of tourism has been fiercer and fiercer. The majority of cities began to attach more importance to theconstruction of brand. Then they found a question, there always is a gap in the brand equity between experts and officials promoted and that of tourists perceived.At the same time, Internet penetration rate is fairly high,it also helps penetration of online travel website and the platform.Therefore Internet is becoming an important information channel by which a tourist can make decisions, more than this, the acceleration of network speed and the popularity of portable devices, the wish that tourists share tourism experience through the network is becoming more and more strong. In this context, officials can also learn more about tourists’ real feelings during they tour, thereby officials can find the problems in establishing a brand better, than amend them, improving brand’s awareness and reputation.Based on this background, this thesis analyzed the present situation of brand equity of Guangzhou by literature research method, content analysis method and empirical research method. First of all, the thesis made a summary of current status of the foreign and domestic study on brand equity and the use of content analysis in tourism, found that most of the researches on the brand equity of tourism destination is fairly less, most of them are from the perspective of norms to discuss the construction of the model while empirical studies is few. Most of the researches on brand equity, questionnaire is the main method of data collection, there are quite a few scholars study it by real assess of tourists; Secondly,the paper take Ctrip and qunaras sample websites,they are the largest online travel websites, and collected 300 travel notes to analyze.Finally got all words’frequency of travel notes by ROST CM6, according to the word frequency analysis results author encoded and classified them. The author made a more detailed analysis of all categories of brand equity of Guangzhou according to scholars’researches in brand equity model as well. Finally, for getting the gap between the importance and performance of the assets of Guangzhou tourism,author tried to transform text content into quantitative data, eventually got the matching degree of the importance and performance through paired sample t test, at the same time analyze the brand competitiveness of Guangzhou tourism destination by IPA, to re adjust the efficiency of resource allocation of whole resource.The results indicated that the delicacy, theme park, Canton Tower and other modern city landscape is the core of high-quality brand equity of Guangzhou tourism and needs to continue. Humanisticlandscape is unique in Guangzhou, but it is not experienced enough, and it can’t satisfy the mature tourists. In addition to the transportation, language, public facilities and other tourist services are also subject to doubt.Overall, visitors to the Guangzhou tourism awareness is higher, perceived quality is more positive, but only partof visitors would like to come back or recommended for people to know.In conclusion, this thesis puts forward four suggestions. Enrich the tourism products system. Improve the quality of tourism services. Broaden the marketing channels.Strengthen brand management measures. To improveservice quality for management departments, at last enhancing brand awareness and loyalty andpromoting the economic development of Guangzhou.