Study On The Problems And Countermeasures Of Tourism Branding Shawan Ancient Town

Tourism destination branding is a effective way to establish a tourism image.In today's science and technology developed abnormal times,is not only the physical products,even the tourism homogenization phenomenon is very common.But the brand products can have the difference,is one of the core competitiveness of the assets and the most valuable product characteristics.SHAWAN Ancient Town was built in the Song Dynasty,has been more than and 800 years of history,the formation of the typical characteristics of South of the Five Ridges folk culture,the tourist area covers an area of more than 2 thousand and 300 acres,of which the core tourism area covers an area of about 265 acres.In the fierce competition in the tourism market environment,facing the low awareness of SHAWAN Ancient Town,the scenic point of suction gold less,low revisit rate.This paper using literature retrieval,interview,questionnaire survey,in the review of tourism destination branding theory,and the typical tourist town based on brand building experience,the current status of SHAWAN Ancient Town tourism brand analysis,to understand the current situation of the company responsible for the operation of SHAWAN Ancient Town,brand survey;analysis of SHAWAN Ancient Town in brand positioning,design,promotion and shaping the cultural problems and causes;in SHAWAN Ancient Town brand of environmental analysis and industry,Put forward to improve the brand building of the ancient town of Shawan SHAWAN Ancient Town countermeasures.As a representative of South of the Five Ridges culture,in the current domestic town vigorously promote the village tourism environment,study how to improve the tourism branding strategy,on the one hand can enhance the brand image of SHAWAN Ancient Town,improve market competitiveness;on the other hand,can provide a reference and shaping the reference to the other tourist destination brand.