Research On Moulding Of Tourism Brand Image Of World Natural Heritage Sites

With reform and opening-up 40 years,tourism industry has grown rapidly,and the tourism market has been more and more fiercer.In order to stand out from the competition,improve the popularity and reputation,and expand the market share,the tourism destination must shape its unique tourism image.As a world natural heritage under the concept of "big brand" of world heritage,its tourism brand image is still in the initial stage of "shaping" exploration.This study takes Mountain Sanqing as the object of empirical research,introduces CIS theory,and conducts a questionnaire survey on the status of Mountain Sanqing tourism brand image from MM(Mind Mould),BM(Behaviour Mould)and VM(Visual Mould).The research results show that:Firstly,in terms of mind image moulding,the biggest advantage of Mountain Sanqing is its ecological environment.Tourists are mainly from neighboring provinces(Hunan,Anhui,Zhejiang and Fujian).Tourists of different ages,education levels and occupations have different opinions on the "signal" that Mountain Sanqing,as a world natural heritage site,should send.However,nearly half of tourists believe that Mountain Sanqing should carry out reasonable tourism development with advanced protection concepts.Secondly,in terms of behaviour image moulding,the information channels for domestic and foreign tourists to understand Mountain Sanqing are basically concentrated on the Internet.Mountain Sanqing should design a novel and unique tourism website and maintain the official wechat public account.The tourism development of Mountain Sanqing directly determines the overall impression of tourists on Sanqing Mountain,and directly affects the actual tourism experience of tourists and their willingness to visit Mountain Sanqing later.Therefore,it is necessary to further improve the current tourism development of Mountain Sanqing and improve tourists' experience and satisfaction.Thirdly,in terms of visual image moulding,nearly half of the tourists who have never seen the logo of Mountain Sanqing tourism brand,and 60% of the tourists who cannot "associate" with the logo of Mountain Sanqing are world natural heritage sites.Tourists of different audiences have different expectations and cognition of Mountain Sanqing tourism brand image due to individual differences such as age,education level and occupation.Tourists strengthen visual cognition through brand logo.In addition,the tourism slogan mostly favored by tourists is "sharing the world in the show of Mountain Sanqing ",followed by "discussing Taoism and feeling nature in Mountain Sanqing".As the important part of the visual moulding system,tourism slogan has an universal influence on tourists of different ages,education levels and occupations.