What problems may be encountered in the development and innovation of tourist destinations?

1, the brand positioning is homogeneous.

Brand positioning of tourism destination is the premise of brand strategy. At present, many domestic tourist destinations fail to fully explore the local cultural origins and characteristics when positioning their brands, which leads to confusion between brand positioning and other tourist destinations. For example, some regions are keen on the competition for the hometown of celebrities, which has caused the homogenization of brands between tourist destinations.

2. Vulgarization of brand image.

A good tourist destination brand can establish a unique and irreplaceable image in the eyes of tourists. However, in the process of brand building, vulgar language has been used to attract tourists' attention, such as "I rely on Chongqing, Liangcheng Lichuan" and so on. Although such advertising language can cause "eyeball" effect, its negative effect is far greater than the marketing promotion brought by it.

Brand marketing is out of date.

Most tourist destinations are limited by funds, lack of brand marketing investment, traditional publicity methods and single publicity channels. Many tourist destinations mainly rely on TV, street (subway) advertisements, promotion meetings, caravans and other traditional means to promote their brands. It is difficult to effectively convey marketing information to target tourists, and the marketing cost is high and the marketing effect is poor, which restricts the promotion of tourist destination brands.

Extended data:

Matters needing attention in the development and innovation of tourist destinations;

1. The concepts and methods of tourism marketing should keep pace with the times and constantly change. For example, Harbin Ice and Snow Tourism Festival is a theme every year, which vigorously promotes Harbin ice and snow tourism and attracts different tourists. We should continue to strengthen the development and promotion of the "ice and snow tourism" brand. Continuously develop new products.

2. Tourism product innovation. The core goal is to improve the competitiveness of tourism products in the tourism supply market, further develop tourism products, dig deep into the connotation and continuously expand the extension. Repeatedly study tourist routes, put forward tourism projects, optimize service quality, improve tourism environment, shape tourism image and extend tourism theme.