Study On The Tourism Brand Image Orientation In The Yangtze River Delta Cities

To conduct relevant research in the perspective of tourists has a very important significance for the tourism sustainable development.With the rapid growth of the national economy, the people’s living standard improves continuously, residents’ disposable income and leisure time increasing. Tourism has become the main way of leisure and entertainment, becoming a trend this moment. When the structure of Chinese national economy is in the period of transformation and upgrading nowadays, as the leading service industry, tourism’s importance of improves continuously. Yangtze River Delta Urban Agglomeration is considered to be an important part of Chinese regional development strategy, but also an internationally recognized world-class city group. The unique geographical position and natural conditions in the Yangtze River Delta region make it rich in tourism resources, and gradually form a famous tourist urban agglomeration with regional characteristics and cultural characteristics. Although the region’s tourism development momentum is very well, but if you do not manage it by heart, it may be in a recession period soon.Nowadays, many cities have realized that brand is the dominant source of urban tourism, and it is a symbol which distinguishes it from other cities. Famous city tourism brand image is beneficial to attract tourists to consume, and it is helpful to improve the sustainable competitiveness of urban tourism. As the main component of tourism, the tourist is a group that can’t be ignored in tourism activities.Therefore, it is very important to try to excavate the value and potential value of urban tourism resources for building the city tourism brand image successfully and the sustainable and healthy development of tourism industry from the perspective of tourists’ perception.Based on the theory of tourism brand image, this paper takes the Yangtze River Delta as the study area, selects eight cities which are more representative,and makes a study on the orientation of tourism brand image from the perspective of tourists.First, together scholars’ relevant study on the tourism brand and brand image and so on, the paper reviews the theories. According to the characteristics of the study area, this paper proposes the Yangtze River Delta cities’ tourism brand image structure hypothesis based on the visitor s’ perspective.Second, the paper designs the questionnaire contrapuntally, and does the statistic and analysis work of the survey results. It also analyzes and evaluates the overall situation in the study area of the Yangtze River Delta cities’ urban tourism brand image, including four aspects: well-known features,tourism demand,tourism product attributes and tourism perceived value.Third, for the components of tourism brand image structure hypothesis, it makes a empirical study on the cities in the Yangtze River Delta and analyzes respectively the eight cities’ specific indicators in the study area and compares them with each other. Then it finds the similarities and differences of the structure assumptions’ constituent parts with the descriptive statistical method.Finally, based on the similarities and differences which has combed and combined with the value of tourism resources, it puts forward the overall area of the Yangtze River Delta cities’ tourism brand image orientation and the eight cities’ tourism brand orientation of the study area respectively.