Research On The Band Marketing Of Sanya

The tourism destinations are more dependent on the brand, so, the importance of brand marketing highlights increasingly. This thesis does the brand marketing research on a specific tourism destination Sanya, by the way of theoretical research and empirical Research to analyze the problems of Sanya's brand marketing and provide the countermeasures.Firstly, this thesis discriminates the concepts of brand marketing of the tourism destination and reviews the related theory. On this basis, it analyzes empirically Sanya's brand value from four perspectives, including product perspective, the perspective of tourists, government and stakeholder angle perspective. After make clear the importance of brand building, this thesis will analyze the status quo of Sanya tourism destination brand marketing and reveal the problems of Sanya's current tourism destination brand marketing.In the section of empirical research, the author retrieves data through delivering the questionnaires. The questionnaires use some related indicators to assess the status quo of Sanya's brand marketing. The questionnaires were sent at Sanya Phoenix Airport. Though gathering and analyzing the questionnaires, obtaining the following conclusions:The video marketing and the festival marketing that Sanya used had a very active result, so Sanya should continue to invest more money and labor force and material resources to support its development. The tourists are dissatisfied with the price of Sanya tourism products and tourism service. The high price affects their tourism experience, so the related departments should formulate the price reasonably and supervise the price timely. The slogan and positioning of Sanya is not entirely accurate, so this thesis combines the experience of the tourists and the characteristics of Sanya tourism resource to sum up Sanya designing. It is the Sunny Sanya, have a resort on the coconut Island ".It can not only reflect the concept of vacation, and also merge the overall image of the sunshine and the beach and the coconut Rhine in Sanya; Sanya tourist destination is in the growth stage of the life cycle currently. It should use more low-cost penetration strategy to attract more tourists here and increase traffic, bringing the whole market. In the same time, Sanya should do a good job of marketing communications. Most tourists are satisfied with the way that Sanya do on the brand crisis management currently, but the subsequent management of crisis management needs to be strengthened. Combination of the above conclusions, this thesis presents the destination brand marketing strategy to Sanya.