Suggestions On The Construction Of Tourism Brand Of Yuanyang Hani Terraced Field From The Perspective Of Industrial Integration

The development of economy and society,and the improvement of people's income level and quality of life have greatly promoted the rapid development of tourism economy.Yuanyang's rich natural resources and profound cultural background are great potential for the development of tourism industry.However,due to the fierce competition in tourism market and the problems of Yuanyang tourism development itself,the development of tourism industry in Yuanyang has not been developed in recent years with the tourism economy development and by leaps and bounds,but the integration of resources and branding come into bottleneck situation.To quickly break through the development bottleneck in the tourism market to maintain long-term competitive advantage,we must re-integration of resources,develop brand value,through brand building,to achieve brand value in the upgrade and play brand effect.Based on the theory of industrial integration and the theory of brand building,this paper analyzes the present situation,existing problems and development prospect of Yuanyang cultural tourism industry,and puts forward the idea of brand building and the implementation of brand building.The whole thesis is divided into five parts,the first part is the introduction of the background,including content and purpose of this paper.The second part is the related concepts of tourism brand construction and the related literature review from the perspective of industrial integration.The third part mainly uses the data and SWOT method to have an objective analysis of the status quo of tourism industry in Yuanyang,and on this basis,it analyzes the three aspects of the construction of tourism brand in Yuanyang County,namely: tourism brand recognition is not high;tourism products are backward;marketing and promotion methods lagged behind;the fourth part proposes the use of CIS method to solve the three problems concluded before.The fifth part is the protection measures for the construction of the tourism brand of the terrace in Yuanyang County.The main contents are: use the institution to protect the procession of brand building and advertising;improve the protection of tourism products and strengthen the system of intellectual support.The last part is the main conclusions and prospects for this paper.This paper argues that the development of cultural tourism in Yuanyang should start from the industrial integration,optimizing the internal resources,setting the brand value adapt to the internal and external environment to achieve brand building.This paper hopes to provide an effective reference for the development of cultural tourism in Yuanyang terraces,and provide guidance for the ecological protection of terraces and the economic development of Yuanyang.