Research On The Improvement Of Tourism Brand Image Communication In SnowTown After The "Incidents Of Tourists Being Deceived"

This paper analyzes the current problems of SnowTown tourism brand image communication,and puts forward some improvement strategies.The writing purpose of this paper is to improve the current brand image of SnowTown,so that SnowTown tourism management back to the right track as soon as possible,so that the economic development around SnowTown can also be improved.This paper is divided into four parts.The first part mainly analyzes the brand image transmission of SnowTown before the“incidents of tourists being deceived”and the impact of the“incidents of tourists being deceived”on SnowTown.SnowTown's impact on the “incidents of tourists being deceived” is manifested in three aspects: the decline in tourist arrivals,the decline in brand influence,and the crisis in word of mouth and trust.In the second part,in the field investigation of SnowTown,according to the "incidents of tourists being deceived",the actual situation of SnowTown was assumed,and questionnaire survey,unstructured interview and participatory observation method were used.Based on the research results,it is confirmed that SnowTown has problems in content communication and network brand communication.In the third part of the field survey of SnowTown,through the questionnaire survey,unstructured interviews and participatory observation method,the research hypothesis of SnowTown was carried out,and the research results were used as the factual basis.The spread of tourism brand image does have problems in both content dissemination and online brand communication.The fourth part compares the brand communication of SnowTown before and after the "incidents of tourists being deceived",and then puts forward improvement decisions from the aspects of communication content,communication channels and interaction with tourists..In terms of enriching the content of communication,we respond to the call of the ministry of culture and tourism to improve the quality of winter tourism products,and promote summer forest tourism in SnowTown to alleviate the problem of the short winter business period in SnowTown.In terms of improving brandcommunication channels,it mainly focuses on new media,chooses the main position of online brand promotion,launches online variety shows in cooperation with Tencent Videos and other platforms,combines online brand communication with offline traditional advertising promotion,and establishes a powerful brand network channel spokesperson belonging to SnowTown.In terms of the interaction with tourists,it mainly plans a series of activities on the Internet through opening up parent-child trips in the forest and other themed activities,learning the production of peripheral products of Disney theme park and creating SnowTown's own peripheral products.