湖南旅游品牌发展分析.pdf

ABSTRACT ABSTRACT With the rapid development of the tourist industry in China, the tourist market becomes more competitive, so the motivation of brand plays a very strategic significance in the development of tourist industry. In this brand era, the tourist economy is brand economy in some extent, and the competition of tourist industry is increasingly represented by the competition of brand. However, most of the tourist brands in Hunan province are not well known to the world, which are even inferior to some domestic cities and tourist areas. By SWOT, the tourist brands in Hunan province are analyzed, the strategic choices of tourist brands in Hunan province are proposed. The objectives of this research are to highlight the impression of tourist, establish tourist brand with Hunan characteristics, foster a good and healthy image of Hunan tourist industry, and accelerate the rapid and stable development of Hunan tourist industry. Furthermore, the experience of constituting tourist brand in domestic and abroad is use for reference. The theories of city brand, tourist brand, tourist economy and communication are utilized to analyze the constitution of Hunan tourist brand and establishment of the brand image according to the current situation of Hunan tourist industry. Key words: brand constitution ；Hunan tourist brand II 万方数据