Author(s)

Bian Zhigang

Corresponding Author

Bian Zhigang

Abstract

With the rapid development of economy and society, the traditional tourism mode cannot meet the growing demand of consumers for tourism consumption. Under this background, global tourism emerges as the times require. In the theory of global tourism, it holds that consumers are the core of the whole tourism industry, and the protection of ecology is the key to the development of tourism. In addition to requiring the whole staff, the whole industry, the whole product, the whole region and other elements, the establishment of ethnic cultural tourism destination brand has its own characteristics. From the perspective of “tourism brand”, this paper analyzes the positive impact of global tourism on the branding of tourism destinations based on the concept and characteristics of global tourism, and analyzes the applicability of global tourism. Governments at all levels should seize the opportunity of the development of global tourism, give full play to the strategic advantages of “Tourism+”, use tourism to promote the development of regional-related industries, and promote the coordinated development of regional economies.

Keywords

Global Tourism, Tourism Destination, Brand Building