Research On The Country Tourism Brand

In the scope of regional tourism in China,county tourism is a more competitive part.With the continuous development of the tourism industry,the shaping of the tourism brand has gradually become a powerful way to improve the core competitiveness of county tourism.Therefore,the study of county tourism brand is the refinement and extension of urban brand research.Qi Mingde believes that the county tourism brand can be defined as a name,a mark,a symbol,or a combination that can represent the image of the county's tourism products and services.The brand is established by the county-level administrative based on local resources and advantages,so that it is distinguished from other county tourism brands.US marketing expert Philip Kotler was the first to conduct a regional marketing study,and he believed that successful regional marketing enables citizens and enterprises to be satisfied with their communities,and also makes it possible for tourists and investors to meet their expectations.In the development of the tourism industry,each region can gradually cultivate one or more tourism brands--whether dominant or implicit---which reflect the strength of the region's tourism competitiveness.Successful travel brands can clearly showcase the region's tourism image and carry out effective publicity that generates a strong appeal to visitors.The successful construction of the tourism brand will provide a strong impetus for the development of county tourism.Yinan County is located in Linyi City,Shandong Province.Because of the earlier awareness of the importance of tourism brands,it has achieved great success with its own high quality tourism resources.In the process of the establishment of tourism brands,its early tourism brands have a certain influence,but also there are various problems,such as cognitive bias,confusion of the competition brands,etc.Therefore,Yinan County urgently needs to enhance its tourism brands.This paper takes Yinan County as an example to study the construction and development of tourism brands.The innovation of this paper is to draw on the multidisciplinary viewpoints of marketing,communication and economics,and summarizes the general path of county tourism brand building.The purpose is to guide the research with practical case analysis and provide a new perspective for the research in this field.