Study On The Tourism Brand Image Promotion Of Liaocheng City Under The Influence Of The Beijing-Hangzhou Grand Canal

There has come a boom of regional cultural tourism industry relying on the Grand Canal Culture along the Grand Canal since the successful application of the Beijing-Hangzhou Grand Canal for the world heritage.As an important water-front transport hub for the areas along the Grand Canal to enter Beijing proceeding northward,Liaocheng city has bred the unique canal culture by degrees through time and tide.At the same time,it also gives rise to places of historic figures and cultural heritage characterized by Water Margin Culture of "Jingyanggang","Yanggu County" related to Liaocheng city,"Lion tower" and so on.This paper makes an attempt to start from the design and promotion of the brand image of urban tourism culture and creativity.Through clarification and analysis of the relevant cultural characteristics sharing borders with Liaocheng city along the canal and focusing on the selection of the visual image that can give a glimpse of "boldness and frankness" or "circumspection and exquisiteness",the visual image symbols with the unique cultural features of the Water Margin Culture produced in Liaocheng city along the canal are come into existence so as to complete the design of the brand image.With regard to the promotion of brand image,the author puts forward the innovative theory of "one axis,two points and three policies" : that is,taking the promotion of Water Margin culture in Liaocheng city along the canal as the main axis with the help of the construction of Beijing-Hangzhou canal cultural belt at the same time to promote the brand image in all fronts.On top of that,the tourism brand image shall also be promoted with the aid of the Grand Canal City Circle rather than press ahead alone,so as to enrich the forms of advertisement,innovate the ways of cultural creation and research,and increase the multimedia interaction,all of which serve as the three important ways to promote the brand image of urban tourism.To enhance the artistic and social nature of the promotion with the aim of creating a cultural atmosphere of the unique Water Margin culture in Liaocheng city and expand the regional influence of its tourism brand image.With the development of the strategy of constructing the Grand Canal Cultural Belt,cities along the canal begin to pay attention to the promotion methods of urban tourism brand image in an innovative way.It is hoped that the innovative theory of "one axis,two points and three policies" can provide reference for Liaocheng City in its tourism brand image development and promotion.By showing show the grand culture along the Grand Canal as the main line,the unique,antique and antediluvian features endowed by Liaocheng City shall be retained in the promotion process.A systematic pattern for the development and promotion of the urban tourism brand image in Liaocheng City should be established in order to upgrade the visibility and competitiveness of tourism brand in Liaocheng City.