Author(s)

Guangyao Qi

Corresponding Author

Guangyao Qi

Abstract

This work first analyzed the concepts of brand and sports tourism brand, and then analyzed the core competitiveness of sports tourism in western Yunnan. Through the analysis we founded that there were abundant natural resources of sports tourism, sports traffic resources, passenger flow basis and market space in western Yunnan, which are the core foundation of building a brand. Finally, the brand promotion strategy of sports tourism in western Yunnan was put forward to boost the promotion of sports tourism brand value. The research results of this paper are helpful to promote the development of the whole sports tourism market, and offer a reference for the brand building of sports tourism in China in the future.

Keywords

Western Yunnan, Sports tourism, Brand building