旅游目的地品牌管理与营销(英文版)

The important significance of tourism destination brand building
Firstly, the tourism destination marketing must make the destination space region be branded. The brand provides a consistent image for the products and services of tourism destination. So that, the destination can be attractive and easily identified, which will increase a lot of value for tourism destination.
The elements of brand
1.The public is the center of brand. The public: consumer (direct & indirect consumer); media sources; experts and relevant mechanism. 2.Organization and the products are the carrier of the brand. 3.Brand comes from the awareness of the public.
3.Residents of tourism destination
4.Relevant laws and policies
Tourism destination brand design
Brand is a collection of concepts, including brand name and logo. The basic strategy of brand naming: 1.Target market strategy 2.Consumer experience strategy 3.Emotional image positioning 4.Selecting strategy of independent random and descriptive 5.Lacalization and globalization strategy
Basic principles of tourism destination brand positioning
1. Principle of basic resources 2. Principle of regional background 3. Principle of competitive advantage 4. Principle of construction of system
6 principles of designing tourism destination
1.Simply and eye-catching, easy to remember 2.Skillful conception, suggesting the attributes 3.Full of meanings, affective emotion 4.Aviod duplication, having its own style 5.Name and product standard can be exchanged coordinately 6.Respect the customs, in accordance with the law
Constructing tourism destination brand---by using the method of value chain analysis
1.Identificating value contribution factor (or activity) 2.Determining value contribution factor (or activity) system 3.The connection and integration of value contribution factor (or activity)
Its function is to distinguish the product or service from others. For a consumer, brand logo can not only protect the origin of products, it also can help to protect the benefits of the manufacturers and the consumers. It can also prevent the products or service from being imitated.
Tourism destination brand positioning steps
Morrison, an American tourism destination marketing scholar, has put forward 5Ds model, a kind of method of operation in tourism image. 1.Identification of interest 2.Forming differences 3.Building images 4.Transferring design
With the brand value as the core, build the tourism destination brand value “chain” system
According to if the construction of tourism destination brand has value contribution factors: basic value elements & auxiliary elements The basic value elements identification: 1.Tourism attractions 2.Tourism products 3.Tourism destination 4.Tourist facilities 5.Tourist service personnel
The functions of brand
1.Brand has become one of standards and tools of making purchasing decisions for consumers. 2.Brand is a kind of symbolic means, to enable consumers to distinguish from the clusters. 3.Brand can reduce the risk of purchasing the products. The risk of function The risk of body The financial risks The risk of psychological The risk in time
5.Implementation of commitments
Tourism destination brand positioning steps
Any tourism destination has its own unique properties. The key problem is to select the destination attraction attributes, which will be helpful to the decision, formation of competitive and recognition of delivery service. Before branding the destination, brand the tourism attraction first. Select the tourism attraction is generally based on 3 standards, which are competition, uniqueness and recognition. Extract the unique attributes of tourism attraction.
The associations between tourism destination image and tourism destination brand 1.Tourism destination brand is the commercial attributes of tourism destination image. 2.Tourism destination brand is the tool to establish the tourism destination image. 3.Tourism destination brand has its own brand image. Tourism destination brand has complementary relationship with its image. Brand is a commercial operation method to image.
The differences between tourism destination image and tourism destination brand
1.The concept of tourism destination image is abstract, scattered and vague, and the concept of the tourism destination brand is specific, uniform and bright. 2.The information process of the tourism destination image is passive and natural, and the tourism destination brand is created by the initiative development. 3.The image of tourism destination is usually reflected by the name of tourism destination, while the brand of tourism destination is reflected by outside its name.
With the brand value as the core, build the tourism destination brand value “chain” system
auxiliary elements identification:
1.Destination governmenHale Waihona Puke Baidu 2.Ecological environment
Tourism destination brand management and marketing
Group members：Han Chaohua Jian Xuejian Zhao Miaomiao
The definition of brand
A brand is a name, term, symbol, design, or their combination.