Author(s)

Xiansheng Liu

Corresponding Author

Xiansheng Liu

Abstract

China's tourism destination marketing still stays in the government-led promotional mode, with tourism enterprises and private scenic spots marketing independently, but the brand has not yet formed an operation system. The good news is that governments have recognized the importance of tourism brand building, and have made preliminary exploration on tourism landscape brand building, and achieved some results. The process of brand building, management and maintenance of tourist destination has become the focus of this paper. This paper studies the conditions and factors affecting brand extension of tourist destinations. From the perspectives of crisis management, legal protection and network application, this paper expounds how to maintain the brand of tourist destination.

Keywords

Brand Marketing, Tourism Landscape, Brand Management