The Ecological Symbol And Cultural Dimension Of Wuling Mountain Tourism Brand Communication ——Hefeng Pingshan Scenic Area As The Center

In recent years,with the continuous adjustment of China's tourism industry structure,tourism related supporting infrastructure and tourism services are becoming more and more perfect,and tourism brands are playing a more and more important role in the development of tourism.The competition of tourism industry has also evolved from the competition between previous resource advantages,product characteristics and marketing strategies to the competition of "brand" consciousness.Taking Pingshan scenic spot as the center,this paper studies the ecological symbol and cultural dimension of tourism brand communication in Wuling mountain area,and analyzes how Pingshan scenic spot shapes its tourism brand under the dual construction of ecological symbol and cultural dimension.The paper is mainly divided into five parts.The first part is the introduction,which expounds the background and significance of the research,the problems and objectives of the research,the research situation at home and abroad,research methods and innovations.The second part combs the history,reality and Prospect of tourism brand communication in Wuling mountain area.The third part analyzes the history and current situation,natural resources and human geography of Pingshan scenic spot.The fourth part analyzes the media image construction and visual symbol significance of Pingshan scenic spot.The fifth part makes an in-depth study on the cultural dimension of tourism brand communication in Pingshan scenic spot,and makes a specific explanation by calmly discussing the site of Meimei chieftain,Rongmei chieftain and chieftain culture.The sixth part returns to Wuling mountain area and explores feasible brand communication strategies combined with preliminary research.Through research,it is expected to drive the development of tourism brand communication in Wuling mountain area,create good brand awareness and reputation,and make Wuling Mountain tourism brand have an advantageous position in the same type of tourism brands.