West-strait Regional Tourism: Destination Brand Development Challenges

DOI

10.2991/emle-17.2017.94How to use a DOI?

Keywords

west-strait regional tourism; destination branding; challenge; Fujian province

Abstract

The cooperation and competition of China's regional tourism is increasingly clear, as an emerging regional tourism destination, it is imperative to build up the brand if the West-Strait wants to win in the fierce competition in the tourism market. Brand is an effective means of market communication. Branding can help the destination to establish unique brand personality and attractive tourist image, which can have a positive effect on consumers' purchasing behavior. Using the concept and theory of brand marketing, this paper analyzes the necessity and challenge of destination branding, and then to think about the present situation of Fujian tourism brand, in order to promote the strategy formulation and implementation of tourism brand of Fujian, thereby giving impetus to the rise of the West-Strait regional tourism.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Junyi Huang
PY  - 2017/12
DA  - 2017/12
TI  - West-strait Regional Tourism: Destination Brand Development Challenges
BT  - Proceedings of the 3rd International Conference on Economics, Management, Law and Education (EMLE 2017)
PB  - Atlantis Press
SP  - 455
EP  - 458
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-17.2017.94
DO  - 10.2991/emle-17.2017.94
ID  - Huang2017/12
ER  -