Research On Brand Construction Of Xinjiang Tuoling Mengpo Tourism Company

In recent years,with the assistance of the central government and other sister provinces and cities to Xinjiang’s development,Xinjiang’s economy has developed more and more rapidly,and the people’s living standards have been greatly improved.More and more people have begun to expand their horizons and enrich their spiritual and cultural life through tourism.As a result,many unknown and potential tourist attractions in Xinjiang,which is participating in the western development,have been gradually developed,so that local residents in Xinjiang and people in other provinces and cities at home and abroad have more awareness and understanding of Xinjiang’s rich and colorful tourism resources.Among them,desert ecotourism has become one of the representative tourism projects in Xinjiang.In recent years,desert ecotourism has been developing rapidly,integrating sightseeing,entertainment,science popularization and other contents,and is loved by more and more tourists.As the eighth division of the Corps,eight of the 14 regiments under the jurisdiction Shihezi city are located at the edge of the desert,covering an area of about 3800 square kilometers,accounting for three fifths of the total area of the division.The Tuoling Mengpo scenic area,located in the 150th regiment,is the only national Desert Park of the Xinjiang production and Construction Corps,and has a certain popularity both inside and outside Xinjiang.However,in recent years,the development of "Tuoling Mengpo" scenic spot seems to be restricted.The annual investment in the scenic spot is large,but the income is not satisfactory.Now I try to analyze the brand construction of"Tuoling Mengpo",analyze the reasons for the problems in its brand construction,and put forward suggestions for its follow-up development.This paper defines the concepts of desert ecotouism,brand and brand construction,and introduces the brand image theory,desert ecotouurism theory and tourism brand theory.Based on the data collection and investigation and discussion,it further analyzes the development status of desert ecotourism in Tuoling Mengpo scenic area,analyzes the problems left in its brand construction,and finally gives the specific construction content and construction path.In a word:"Tuoling Mengpo" national desert park attracts many tourists with its unique desert natural scenery and abundant achievements in sand prevention and control.It is also the preferred site for some Large-scale activities.However,its brand construction has many problems,such as unclear positioning,nonstandard organization and management insufficient service quality control,and insufficient brand promotion.The causes of these problems are still caused by the weak brand awareness of "Tuoling Mengpo",the lack of brand construction planning,the imperfect brand management system,and the lack of safeguard measures.This paper finally puts forward the following suggestions:by optimizing brand marketing strategies,strengthening brand organization and management,and strengthening the methods and paths of integrating resource elements,we can clarify the positioning of the brand,enrich the content of the brand,reshape the connotation of the brand,and enhance the value of the brand,so that "Tuoling Mengpo" desert pairk can accurately grasp the regional characteristics and core attraction,and take advantage of the natural landscape,cultural landscape and other advantageous tourism resources in the region Based on characteristic tourism resources,it has formed a corps characteristic national desert park with regional influence and national popularity,with "Camel Bell dream slope" as the brand,originality,coarseness and release as the core concept,and large-scale art festivals as the engine.