Shaping and management of strong brands in tourist attractions

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The shaping and management of strong brands in tourist attractions 1

Abstract: Brand building of tourist attractions is an important guarantee to further consolidate and expand the market, win competitiveness and profit.

Because tourism in China still exists? Scattered, small, weak and poor? However, most tourist attractions are still in the stage of development with inconspicuous tourism characteristics and weak competitiveness. Therefore, it is of special significance to strengthen the implementation of China's tourism brands, especially those in scenic spots.

This paper discusses how to build a strong brand of tourist attractions and its management.

[Keywords:] the construction and management of strong brands in tourist attractions

In 1990s, the international and domestic market share of China's tourism industry continued to grow. At the same time, while continuing to adjust the industrial structure, change the management mechanism and vigorously develop tourism products, China has also entered the era of brand management for tourism development.

2 1 century, China tourism will surely go with the brand. How to give full play to brand advantages and calmly cope with international challenges has become an urgent and important topic for China tourism.

It should be noted that in today's global economic integration, the competition in the world tourism market is becoming increasingly fierce, especially the brand competition in tourist attractions has reached a white-hot level.

In a sense, the survival and development of any scenic spot depends on its brand competitiveness.

However, quite a few tourist attractions in China are facing the challenge of how to build a strong brand of tourist attractions and how to manage the brand scientifically to some extent.

First, the connotation analysis of strong brands in tourist attractions

The American Marketing Institute (AMA) defines a brand as a name, a term, a logo, a symbol or a design, or their combination. Its purpose is to identify the products and services of a seller or a group of sellers and distinguish them from those of competitors.

Among them, we refer to the names, terms, signs, symbols or designs of these creative brands, or their combinations as brand elements.

American marketing authority Philip? Kotler believes that building a brand has two purposes: First, what can a brand do? An important tool for product differentiation? ; Second, the brand represents the value commitment.

From the customer's point of view, brand is a shortcut for customers to understand products and services before purchasing decisions.

People are used to dividing brands into three levels: essence, benefit and characteristics.

Brand is an intangible asset of an enterprise, and it is the sum total of product-based concepts that consumers have, which represent quality and taste, can be trusted and have certain cultural connotations. Brand reflects the interactive relationship between products and consumers.

A strong brand of tourist attractions should first have the following characteristics: high market awareness, support for high-priced sales of tourism products, unique and outstanding value of tourism products, high loyalty and preference of tourists and potential tourists, excellent brand awareness and rapid innovation.

The strong brand of tourist attractions must represent the values of the consumption characteristics of tourists in the times.

The most fundamental difference between a strong brand in a scenic spot and a general brand is that a strong brand not only has the function of informing and identifying the brand, but also has the performance of product value behavior, which conforms to the needs and desires of tourists and reflects the values of tourists' consumption characteristics.

Therefore, building a strong brand is to enhance the value of the brand and strengthen consumers' sense of identity with the product.

Strong brands in tourist attractions should highlight the advantages of product resources in tourist attractions, be accepted by tourists, be welcomed by the market, and finally win market competition.

Second, the measures to shape a strong brand of tourist attractions

1. Refine the core values of the scenic spot and create a clear brand image.

Brand core value is the main part of brand assets, the program and purpose of directing all brand activities, the main body and foothold of brand assets, the policy of brand strategic planning, making the target market clearly identify and remember the interests and personality of the brand, and the main force driving the target market to identify and like a brand.

Brand image refers to how people look at the brand, which reflects the current feeling of the brand.

The characteristics of non-storability, non-consumption in different places and non-trial of tourism products, as well as the characteristics of tourism consumption as a psychological feeling consumption, determine the special role and position of tourism brand image in the development of tourism.

To create a clear brand image, a successful brand needs to represent specific attributes, interests, values, personality, culture, customer groups and so on.

2. Grasp the genes of tourism brands to build a strong brand of tourist attractions.

Tourist attractions? Genes? It is the soul of the scenic spot and a spiritual and cultural inheritor.

It is an important symbol of the success of brand management.

What is Haier's brand gene? Sincerity? What is the slogan? Always sincere? Haier's star service and product research and development are the interpretation and extension of it; Brand gene is the essence of a brand and represents the core element of a brand.

The most unique and valuable part of a brand is usually expressed in its genes.

The setting of brand genes of tourist attractions is not to explain to consumers how beautiful our attractions are. If only meet the physiological needs of consumers, opponents can do this. We should emphasize the value proposition, have strong appeal and shock people's hearts. We should focus on what our brand will be, including spiritual pleasure, the satisfaction of psychological needs and the unique value of the brand of tourist attractions-this is what marketing calls conceptual marketing.

Like what? Is it spring every day in Kunming? What is marketing? Spring? This concept.

The brand genes of tourist attractions should be consistent with their core competitiveness and long-term development goals.

The brand genes of scenic spots are prominent in several aspects: (1) cultural level.

Such as minority culture, immigrant culture, historical culture, religious culture, film and television culture and so on.

Therefore, in order to strengthen the brand value brought by culture, we should explore and carry forward culture to show the cultural heritage of the brand; It is necessary to create a personalized tourism brand by promoting the cultural personality of the brand.

(2) Emotion.

Like what? Exploring the source? 、? Root-seeking? Slogans and other tourist attractions can better meet the emotional needs of tourists and stimulate their travel motives.

Therefore, brands that clearly express their feelings can attract consumers' attention and sense of identity.

At the same time, combined with emotional marketing to achieve the same effect.

(3) nature? Beautiful? .

Most tourist attractions in China, such as Jiuzhaigou, Shangri-La and Guilin, are endowed with beautiful values by nature.

(4) human spiritual strength.

Outstanding people in cultural landscape, such as the Great Wall, Dujiangyan Water Conservancy Project, Terracotta Warriors and Horses, etc.

3. Strengthen the brand spirit of scenic spots with experience.

If the three realms of life are material, spirit and soul, then for consumers, the consumption of a product is based on the physical utility and use value of the product from the beginning.

If a tourist product is favored by consumers only because of its physical properties, then it must become? One-time fast food? And can be easily replace.

If a tourist's affection for a good and durable scenic brand changes from the initial material product experience to a comfortable spiritual consumption experience, it shows that his brand experience has risen to the psychological level, which is the expected goal pursued by all brand designers and brand managers. When tourists' sensory enjoyment of scenic spots brands exceeds a critical point, they will form a value proposition, which is the highest realm of brand experience.

However, many scenic spot managers put? Experience? One-sided understanding that it is extremely dangerous to increase unrealistic entertainment facilities is inconsistent with the core of brand assets in scenic spots, which eventually leads to brand depreciation.

4. Construct the brand system of tourist attractions

To build a brand system of tourist attractions is to build a number of tourist attractions hotel brands, tourist goods brands, catering brands, leisure shopping enterprise brands and so on. And launch an offensive with tourist attractions brands to form a strong competitiveness.

5. Integrating scenic resources to enhance brand competitiveness

The integration of scenic resources includes product resources integration, customer resources integration, cultural resources integration, brand resources integration and unified management integration. By establishing the platform of tourism investment holding company and implementing the market behavior of corporate operation, all the major brands of scenic spots such as tourist souvenirs, local products and tourism products and the series of brands to be developed in the future will form an industrial chain.

For example, Jiuzhaigou, a world-famous natural heritage brand, will strive to build a strong international brand, at the same time, it will speed up the construction of electronization and informatization, seize the opportunity, realize the integration of tourism resources and tourism industry chain, become bigger and stronger, and actively respond to challenges from home and abroad, thus effectively enhancing Jiuzhaigou's international competitiveness.

6. Carry out unique and strong brand promotion.

What is the purpose of tourism brand promotion? Specific tourism brands? Transforming ideas into specific visual images, conveying them to target audiences in a three-dimensional and unified way, and effective brand promotion are essential links to improve the visibility and competitiveness of tourist attractions.

In the process of brand marketing promotion, we must consider the characteristics of scenic spots, brand positioning and the consumption and cognitive habits of potential tourists, and choose the main means in the process of brand promotion. According to the promotion emphases in different promotion stages and the product characteristics of tourism products that are different from ordinary commodities in marketing promotion, different forms of advertising methods are adopted, including the combination of three-dimensional advertising and print advertising, and the combination of hard advertising and soft advertising.

Achieve the expected effect of brand promotion through integrated communication.

Third, the problems that should be paid attention to in the management of strong brands in tourist attractions

The establishment of a strong brand in a scenic spot is a complex systematic process. Only when the scenic spot managers continue to manage the brand scientifically and pay true love, emotion and care can the brand grow sturdily.

Generally, the process of building a brand in a strong tourist attraction has to go through a continuous spiral cycle of brand positioning, brand identification element design, brand communication strategy formulation and implementation, brand communication process monitoring, brand image generation, brand image monitoring, brand image investigation and diagnosis, and brand repositioning.

Brand management must be the whole process management of brand formation.

Mainly in the following aspects:

1. Strong brand positioning management of tourist attractions

The strong brand positioning of tourist attractions is how the owners of tourist attractions want people to look at this brand.

Brand positioning (a brand concept understood from the perspective of brand owners) is the foundation of any brand establishment.

Any scenic spot must have an in-depth and clear brand positioning, so as to prevent the contradictory information from being transmitted to consumers in the process of brand communication.

The brand positioning of tourist attractions must be related to the development concept, culture and value of tourist attractions.

In the specific work, we should pay attention to the following points: we must find and enlarge the important differences with other tourist attractions and highlight the brand personality; To deeply refine the core value of the brand of tourist attractions is the key to the brand positioning of tourist attractions; Differentiation is the essence of brand positioning in tourist attractions.

2. Design and management of brand identification elements in tourist attractions.

The design of brand identification elements of tourist attractions is how to express brand positioning and how to let people know the brand according to the expected effect of tourist attractions.

The factors that constitute brand recognition are very complicated, and the principles of systematicness and identity must be adhered to in the design process.

3. Brand communication strategy management in tourist attractions

The formulation and implementation of brand communication strategy in tourist attractions must be based on modern marketing theories such as integrated marketing, relationship marketing, experience marketing and network marketing, so as to ensure the pertinence, flexibility and operability of brand communication strategy.

In the process of implementing brand communication strategy, we must formulate implementation rules, adhere to the principles of consistency and adaptability, and establish a perfect feedback system.

4. Monitoring the process of brand communication in tourist attractions

It is necessary to establish a brand communication management and monitoring system, control every contact point between brands and consumers, and develop in the direction expected by brand owners in tourist attractions to the greatest extent.

Consumers build brands in their minds, just like birds build nests, which are made of all kinds of weeds within reach. Every perception of tourists' activities in tourist attractions will be accumulated in their minds, which will be used to form and correct the brand image.

5. Brand image generation and monitoring of tourist attractions

Through the brand communication of tourist attractions, tourists form the brand image of tourist attractions in their minds after receiving and interpreting the brand information.

When the brand image of tourist attractions is formed in the minds of tourists, we must monitor whether the formed brand image is consistent with the expectations of brand owners and tourists, and whether people's evaluation is different from our expectations.

6. Investigation and management of brand image of tourist attractions

Through the comprehensive investigation and diagnosis of the formed brand image, find out how the target population actually views the brand now.

7. Brand repositioning management

If there is a gap between the actual brand image in the mind of the target group and the brand image expected by the brand owner and the target group.

It is necessary to creatively enhance the brand image and brand power of tourist attractions.

If necessary, the brand image of tourist attractions can be redefined.

8. Do a good job in brand crisis public relations to reduce the negative impact on the brand of tourist attractions.

In the process of brand maintenance in scenic spots, it is very important to repair the brand, especially because of the negative impact of unexpected events in scenic spots on the brand, and it is necessary to do a good job in brand crisis public relations.

If the scenic spot is exposed by the media due to unqualified service quality, tourism safety, labor disputes, legal disputes and major accidents, it will seriously test the reputation of the scenic spot.

The crisis events in tourist attractions have four characteristics: first, they are highly uncertain; Second, events have evolved rapidly; Third, the uniqueness of the incident makes it impossible to act according to the rules; Fourth, information is incomplete and gossip is prevalent.

Therefore, the handling of crisis events in tourist attractions should be timely and scientific.

Fourth, summary.

Generally speaking, building a strong brand of tourist attractions is a management activity, a complex and cyclical activity process, involving a wide range of related industries. From a strategic point of view, it needs to be roughly the same as the image of the scenic spot or the previous brand image, but at the same time it must have the ability to promote consumers' buying behavior; From the content and implementation process, managers need to invest considerable time, have enough market research data, good execution and comprehensive analysis ability.

For the tourist attractions that want to be invincible in the market competition, it is imperative to build a strong brand of scenic spots.

References:

[1] Wang Jin and Han Zhenhua: Deep thinking about tourism brands [J]. Social scientist, 200 1, (1 1)

[2] Zeng. "China brand" management [M]. Oriental Publishing House

[3][ America] William Shaman editor: brand creation and image protection [M]. Times literature and art publishing house

[4] Long Yuping: Tourism brand management strategy [J]. "Group Economic Research", No.07 in the second half of 2006

[5] Mu Zeliang: Tourism destination brand system construction research [J]. China market, the total 395th.

Management of Huangguoshu tourist scenic spot II.

In the tide of global market economy, it is an inevitable requirement of the times and environment to establish a management system of China tourist attractions that is compatible with the market economy.

At present, the management of Huangguoshu Scenic Area in our province has been preliminarily reformed, but the effect is not obvious.

The discussion of management right is the initial process of management. Only when the right to operate is determined can a good management system be established. When Huangguoshu is endowed with local cultural heritage, it is a soul Huangguoshu, not just a river.

Keywords: management right; Management system; accretion of culture

Current situation of Huangguoshu:

The actual height of Huangguoshu Waterfall is 77.8 meters, of which the main waterfall is 67 meters high; The width of the waterfall is 10 1 m, of which the width of the top of the waterfall is 83.3 m, and there are 18 waterfalls with different styles, which form a huge waterfall family, which is rated as the largest waterfall group in the world by Guinness World Headquarters and listed in Guinness World Records.

Huangguoshu Waterfall is the most spectacular waterfall in Huangguoshu Waterfall Group. It is the only waterfall in the world that can be viewed from six directions: up, down, front, back, left and right. It is also a waterfall that naturally runs through water curtain cave in the world and can be heard, seen and touched inside and outside the cave.

Guizhou is a province with 48 ethnic minorities. Huangguoshu cannot exist alone, but must be related to the local national culture. Huangguoshu lacks cultural and historical background.

As the necessity of tourism development, she needs to continuously inject the humanistic culture of harmony between man and nature, improve the appreciation of the scenic spot and sublimate its unique cultural and ideological realm.

Promote scenic spots to enter the tourism market as the main body of market economy competition, break the administrative shackles, straighten out the management relationship, clarify the management authority, and formulate management objectives.

In the marketing mode, we should innovate in concepts, methods and means.

To change the past? The emperor's daughter is not worried about marriage? What is the marketing concept? The smell of wine is also afraid of the deep alley? The sense of crisis and keen consciousness pay attention to marketing everywhere and adopt various marketing means.

From single scenic spot marketing to line marketing, from viewing effect marketing to experience feeling marketing.

It is necessary to pay attention to launching tourism brands and forming characteristic effects.

1 The shortcomings in the management of Huangguoshu Scenic Area are mainly manifested in

1. 1 The mechanism is backward.

In terms of organization and personnel, the organization is bloated, with more redundant staff and backward mechanism.

This management model has led to many tourist attractions, on the one hand, resources are idle and wasted.

Due to too many traces of government behavior, the management of Huangguoshu tourist attractions has been in an embarrassing situation, and the actual losses have been repeatedly banned. In addition, due to the lack of market awareness, corporate decisions are often not based on profits. Pat your forehead? The phenomenon is widespread, and even absurd behaviors such as misappropriating the operating profit of scenic spots to give bonuses to the staff of the management Committee occur from time to time. The financial situation of the group company went from bad to worse, even in 2008, there was an embarrassing situation of wage arrears. In order to fully tap the economic and social value of Huangguoshu Scenic Area and implement the strategy of strengthening the tourism area, in early 2009, the relevant departments carried out rectification reform again.

After negotiation, the province gave in again, redefining that Provincial Development and Investment Co., Ltd. (the former provincial tourism investment company merged) holds 49% of the shares, and Anshun holds 5 1% (including Anshun State-owned Assets Operation Company 25%, counties 10% and management committee 6%), and establishing a new corporate governance structure.

At the same time, the directors and deputy directors of Provincial Development and Investment Co., Ltd. were appointed.

In essence, it is still controlled by the government, only in the name of enterprises.

1.2 The publicity is not comprehensive.

Many people have misunderstandings about Huangguoshu, and they simply don't know that Huangguoshu is actually a scenic group. For example, Tianxingqiao Scenic Area is seven kilometers long, and there are Tianxingdong, Yinmian Falling Pool Waterfall, Natural Aquatic Pottery Garden, Steep Slope Pond Waterfall and Artificial Pottery Garden nearby. The magnificent scenery is really touching.

But unfortunately, outsiders have always thought that there is only one waterfall in Huangguoshu Waterfall, and even think that there is only one waterfall in Huangguoshu Waterfall, which shows that Huangguoshu still lacks open ideas in the promotion strategy of the whole scenic spot.

The ethnic customs around 1.3 faded.

Under the attack of the economic storm, the younger generation of ethnic groups around them have been sinicized, all ethnic things have been lost, and even the national language is afraid of extinction.

Can you have your own culture without language? What tourists can see is a big waterfall. Without the precipitation of national culture, she can't go far.

Why did the passengers come? Just to see something I've never seen before.

As a brand, what I need is an independent personality with my own spirit, or my own core competitiveness.

When passengers recall that what they saw in Huangguoshu was the combination of nature and nationality, rather than a river falling from a cliff, they will have endless aftertaste.

2 Huangguoshu management trends

2. 1 Formulate management personnel standards, and conduct personnel training in the later period.

The poor quality and level of scenic spot managers seriously affect the economic and social benefits of scenic spots and the sustainable development of scenic spots.

Scenic spots and related majors in colleges and universities jointly run schools, cultivate scenic spot managers and related professionals, and lay a solid foundation for the sustainable development of Huangguoshu.

Choose people from management, go out for training or go abroad for training, and learn scientific management thinking.

Draw lessons from foreign or provincial experience and formulate relevant standards for entering the industry.

2.2 Strengthen the functions of scenic spot associations and establish open and transparent social supervision.

How can we achieve the essence of separating government from enterprise and better make Huangguoshu truly worthy of her reputation? This requires a real enterprise form to make her go further.

The reform of tourist attractions in China has been continuously explored, lacking a lot of experience.

As a resource owned by the whole people, can she belong to the whole people? The government ceded the distribution right of her management right to the people of the whole country, and adopted the way of raising funds to absorb more liquidity from the society and set up a joint-stock company. The management team of Huangguoshu is decided by the people and directly responsible to the people, so that there will be no bloated institutions, and capable people will be among them, forming a real enterprise.

Form an effective management model of management, supervision, supervision and governance.

2.3 Create the soul of Huangguoshu.

Promoting Huangguoshu is not only to publicize her appearance, but also to pay attention to her inner culture, and to implant Guizhou national culture into Huangguoshu, so that she is no longer a dull image in people's minds and gives her soul.

This is the cultural essence that Huangguoshu lacks, so we should protect the local national culture at one point.

2.4 Protection of local national culture.

If the scenic spot is divorced from the cultural category, its existence will lose its meaning.

The cultural connotation of the scenic spot not only includes its own historical precipitation, but also includes the staff's understanding of the culture represented by the scenic spot.

? Does the beauty of the motherland depend on the mouth of the tour guide? This sentence fully reflects the direct influence of a staff with profound cultural background on the tourist experience.

The way to achieve this effect depends on the introduction of relevant culture by the management of scenic spots.

Guizhou is rich in ethnic customs resources, with four characteristics: many festivals, diverse costumes, wide distribution and distinctive features.

How to protect it? Focus on exploring and developing ethnic songs and dances, ethnic sports, ethnic festivals, folk customs and ethnic food culture.

On ethnic festivals, ethnic food and cultural festivals are held, and clothes are sold to tourists as souvenirs.

The protection of language is not empty talk. With income, you can naturally protect yourself. Scenic spots can cooperate with local ethnic groups, regard villages and Huangguoshu as a whole tourist attraction, let tourists feel the local flavor of ethnic minorities, let this culture blend in naturally, promote local people's income and protect national culture naturally.

refer to

[1] Jiang On the Reform of Classified Management Mode of Tourist Attractions in China, Shandong Vocational and Technical College

[2] Yin, "The management of scenic spots needs innovation"

[3] Liu Qing Lai "an important part of scenic spot management-quality control"

[4] Guo Sheng "Problems and Countermeasures of Scenic Area Management"

[5] Wu Jianhua, "The development of tourism must strengthen the management of scenic spots."

[6] Bian "Tourism planning should pay attention to personalization"

[7] Chen Fang's choice of governance model of tourist attractions ―― Based on the analysis of multi-center governance perspective.

[8] Chen "On the management system of tourist attractions" Jining Tourism Bureau.

[9] Yu and "Tourism Planning and Scenic Area Management"