Research On The Tourism Brand Of Marine Ranch In Rizhao Cit

With the continuous upgrading of China’s industrial structure,the proportion of tertiary industry is increasing year by year.The development of China’s tourism industry presents a thriving trend.Various new tourism formats such as marine ranch tourism are constantly emerging.Facing by the fierce competition in the tourism market,tourism brand has become an important part to promote the development of tourism.A unique and attractive marine ranching tourism brand can have a significant influence on tourists’ decision-making and also promote tourism enterprises to carry out high-efficient marketing promotion activities.However,the development of marine ranching tourism in China starts relatively late,and it lacks experience in tourism brand building seriously.Therefore,how to scientifically and effectively use the factors and paths that affect the marine ranching tourism brand is the key point.In recent years,Rizhao has vigorously developed marine ranching tourism by making use of its strengths of superior sea conditions and abundant marine resources.However,some problems remains to be solved urgently in the development of marine ranching tourism brands in Rizhao.Based on this,this paper takes Rizhao marine ranching as the research object.Firstly,the author combs the related knowledge of marine ranching and summarizes the existing theories and researches related to marine ranching tourism brand.Then it analyzes marine ranching tourism brands in Rizhao on the basis of the relevant research results and expounds the influence factor of the marine ranching tourism brand.Also the author adopts the methods of questionnaires and in-depth interviews to investigate the tourists’ perception of the marine ranching tourism brand from perspectives of both the subject and the object.Finally,according to the research results,the author finds that most tourists are satisfied with the tourism resources of marine ranching in Rizhao,but generally believe that there are problems in brand building,development strategy and market positioning.It is suggested that overall planning and positioning shall be made for the marine ranching,and a distinctive brand image of marine ranching tourism shall be established by combining the development trend and prospect of marine pasture tourism at home and abroad.Rizhao marine ranching should accurately grasp the demand and positioning of tourists,highlight urban characteristics and marine characteristics,set corresponding marine ranching tourism themes according to various festivals and seasons,and create characteristic tourism activities with corresponding themes,so as to better develop "marine ranching tourism + industry".In the mean time,it should actively publicize the brand of "Fisherman Fishing",give full play to resource advantages such as offshore leisure platforms and deep-sea cages combine,seize the development opportunities of leisure sea fishing,integrating recreational fishery and coastal leisure industry,featuring sea fishing activities and guided by leisure concepts,create a leisure ocean fishing complex,make leisure sea fishing the new brand of marine ranching tourism in Rizhao.The brand image of marine ranching in Rizhao is finally positioned as the leisure sea fishing capital of China,and its propaganda slogan is Leisure Ranch and Sea Fishing Paradise.Firstly,Rizhao needs to cultivate a strong fishing culture of tourists,and create a "blue experience" leisure space of "swimming,tasting and playing the sea".Also It needs to display and spread the leisure lifestyle of marine ranching so as to realize the combined development of marine ranching and tourism,and stimulate the development of leisure tourism,shopping experience,catering and accommodation,sports and service industries.Thus it enhance the overall influence and attraction of Rizhao marine ranching.The ultimate goal is to build marine ranching into a modern leisure tourism destination integrating coastal leisure,marine sports,competitive events,marine science popularization,cultural experience and tourism vacation.Secondly,in terms of tourism brand management,Rizhao should focus on improving the public environment,supporting facilities and service level of marine ranching,creating a good hardware environment and software environment,introducing relevant measures to improve tourists’ dissatisfaction,and thus strengthen the service awareness and service ability of marine ranching staff.Finally,in terms of tourism brand promotion,Rizhao should enhance the popularity and reliability of marine ranching tourism brands in Rizhao by adopting the all-directional and multi-channel promotion strategy of online and offline co-management.