Study On Brand Image Communication Of Ecotourism Destination In Lishui City

In the competition of the domestic tourism market,the shaping and dissemination of the eco-tourism destination's own brand image is a key factor for achieving industrial development.As one of the domestic well-known destinations,Lishui Eco-tourism Destination has accumulated a certain brand image during the long-term development.However,with the change of the tourism market,the transformation of its brand image and the development of communication,Is still a restrictive factor restricting the development of its tourism industry.The research in this article focuses on Lishui eco-tourism as a destination.While analyzing its brand image,it further explores its basic situation in terms of communication content,communication strategy,communication crowd and communication channels,so as to reveal problems and achieve improvement The purpose of the communication efficiency and effect of the brand image of the eco-tourism destination in Lishui City.The research is based on literature research,case analysis and questionnaire surveys.On the one hand,through a large amount of empirical data,analyze the brand image characteristics of Lishui eco-tourism destination based on its own natural ecological resources and human ecological resources,and related products and services that support the development of the brand image;In the form of a tourist questionnaire,explore the status and spread of brand image in the tourist destination of eco-tourism in Lishui.After research,in the process of communication of the brand image of eco-tourism destinations in Lishui,there are mainly the problems of overlapping brand images,the failure of the communication strategy of the target group,and the insufficient application of Internet communication.The reasons for these problems include not only the limitations of their own objective conditions,but also the subjective reasons that the communication subject relationship is unknown and the communication mechanism does not meet the communication needs.To develop the communication of the brand image of eco-tourism destinations in Lishui,it is necessary to further establish a diversified brand image,highlight the core eco-tourism products,and emphasize the participation of tourists and the Internet on the premise of clarifying the tasks and strategies of different communication subjects.Communication channels to achieve effective diffusion of communication effects.