A Study On The Development Of A Scenic Spot Brand Into A Regional Tourism Public Brand

This thesis takes A Scenic Spot in Qingyuan as the research object,focusing on its development,brand construction and good management.The thesis applies tourism destination brand theory and conducts the research by combining quantitative research,interview and field investigation.This research,based on the growth and upgrading of the brand of the A Scenic Spot,deeply analyzes its brand content,and the evaluation of questionaire survey responses from tourists,and summarizes its excellent brand construction and brand management experience,mainly:1.Strong investment in the scenic spot brand construction;2.Specialized brand design and diversified brand communication;3.Focus on brand extension and brand innovation.This thesis discusses A Scenic Spot's development mode,process and path of becoming a public brand in regional tourism,according to its brand growth and upgrade.This thesis analyzes its brand stability after becoming a regional public brand.Then,three solutions are put forward as follows: 1.Continue to attach importance to developing and enhancing the cultural connotation of the brand.Make efforts on brand integration and marketing communications;2.Deepen the degree of brand extension and make more attempts in brand innovation;3.Actively engage in the construction and management of regional tourism public brands.