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A Study on the Mode of City Tourism Brand of Xuzhou

Author: LvZuo
Tutor: WangChenGuang
School: Shandong University
Course: Management Science and Engineering
Keywords: Han culture city Xuzhou tourism Brand construction Development mode
CLC: F592.7
Type: Master's thesis
Year: 2011
Downloads: 358
Quote: 0
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Abstract


Tourism brand is the symbol of the tourist organization, is the symbols of market’status. and is a ruler of the economic strength. In the form of the intense domestic and foreign traveling market competition, the construction of "Han culture city" tourism brand is the major breakthrough of Xuzhou tourism, also be the important means of preempting market opportunities, gain competitive advantages, and win the sustainable development. At present, the construction of Xuzhou han culture tourism brand already made some great achievements and existing many defects, and how to eliminate the restrict of Xuzhou "Han culture city" brand’s obstacles, to promot Xuzhou peculiar Han culture brand outward,to make Xuzhou tourism have advantage in the fierce market competition. It’s a realistic and pressing issue.This article uses some successful experiences about the building of Chinese and foreign urban tourism brand, through the specific SWOT analysis about the development of Xuzhou urban tourism and the market investigation of Xuzhou tourism image, and put forward the main problem in construction of Xuzhou city tourism brand. Combine the reality of Xuzhou han culture, this paper introduces the representative of Xuzhou han culture, PengZu and PengCheng diet culture. This paper mainly introduces the main experience of present tourism brand construction, and Xuzhou how to use these experience to development Han culture tourism brand, then according to Xuzhou unique cultural tourism resources, analysis and gain the conclusion of the overall development mode of Xuzhou han culture tourism brand’s construction. The end of the article proposes the countermeasures about Xuzhou "han culture city" tourism brand’s construction and development:from the basic mode of brand positioning, brand development, brand marketing, brand management expounds the construction of the Xuzhou "Han culture city" brand, and design city brand logo and slogans independently; Suggest the government do some related basic work on conducting tourism policy’s support, investment policy and personnel policy; Using traditional media and new media improving tourism brand publicity’s level; develops tourist festivals and promotion activities, to break the bottlenecks of Xuzhou "Han culture city" tourist brand’s construction, and promote Xuzhou Han culture tourism industry to healthy develop. This article uses the research methods include literature methodology, comparative analysis, summary method, and case analysis.The article mainly writing significance lies in spreading the overall tourism brand image of Xuzhou, and has practical significance about Xuzhou tourism development. The Article put forward the slogan and logo on "Xuzhou Han culture city" tourism brand, and combined with local characteristics of the mode of overall development of Xuzhou tourism,it proposed some new viewpoint, it’s the core content of "Xuzhou Han culture city" tourism brand’s construction.

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CLC: > Economic > Tourism economy > China 's tourism industry > Local tourism industry
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