The Study Of Problems And Resolutions In Building The Travelling Brand In The Area Of The Twelve Towns Around The Lake

With the increasing development of tourism industry,regional tourism competition has entered the era of the regional synergy and the cross-region competition.As for traditional tourism,tourists tend to visit a single scenic area or attraction,while modern tourism has gradually turned from the past simply single pattern to a new stage of regional tourism with visiting a few sites and scenic spots.However,such transformation is faced with many new problems,such as regional resource integration,homogeneity phenomenon in the development of regional tourism and the cruelty of the regional tourism destination competition,etc.Competition in the regional tourism in root is the brand competition,which in some way occupies the commanding heights of the development of the regional tourism competition.Thus the study of "regional tourism brand" is imperative.This study on the basis of the theory and practice research about regional tourism brand at home and abroad,taking 12 towns of regional tourism around Hefei as a sample,has a comprehensive analysis from the subject and object elements of the shaping of regional tourism brand and positioning as well as the SWOT analysis,which discusses the problems existing in the shaping process of the regional tourism brand.The study has put forward the corresponding suggestions on regional tourism brand building in order to provide certain model significance and reference value to the regional tourism plans and construction of Hefei government and commercial organizations in the future.The study mainly uses the method of literature review,interdisciplinary crossing method and on-the-spot investigation method to have a comprehensive analysis in advertising,tourism management,public relations.