Research on Brand Construction of China's Tourism Destinations

Gang CAI


The competition is becoming more and more serious among domestic tourism destinations. Brand awareness of tourism destinations is increasing as an important means for tourism destination competition. However, due to the limitation of their own strength and the influence of some objective factors, some attention not insufficient or even ignored, in the respect of the brand positioning, image design and communication, brand management and control. In view of the problems and experiences in brand construction management of domestic tourism destinations, this paper puts forward suggestions to improve the brand construction of tourism destinations.


Tourism; Tourism Destination; Brand


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