How to manage the brand of scenic spots?

Five principles of brand management in scenic spots

1. Interaction principle between general brand and sub-brand.

This principle is aimed at the characteristics of integrity and differentiation of scenic brand. It is emphasized that in the period of brand introduction and cultivation, we should concentrate limited manpower, material resources and financial resources, strengthen the selected brand objects, make use of the halo effect of people's cognition of things, and the interactive structure and substitution characteristics of the total brand in scenic spots, and finally get more brand linkage benefits.

2. Pay attention to the principle of specialization

The products of scenic spots depend not only on the natural or cultural historical resources owned by the scenic spots, but also on the equipment and facilities of the scenic spots and the service behavior of the staff in the scenic spots. The more professional and meticulous the service products are, the more satisfied the customers will be and leave a good impression. Therefore, in the brand management of scenic spots, we should follow the principle of paying attention to specialization, carry out refined and professional brand building according to the brand positioning of scenic spots and the characteristics of tourism resources and activities, deepen the brand experience of scenic spots, and create better brand reputation and broader market space. This principle is also an important magic weapon to build the brand differentiation advantage of scenic spots.

3. Multi-sensory principle

Scenic brand is a brand with outstanding experience characteristics. Tourists' all-round experience of scenic products, whether sensory experience or psychological experience, is the basis for their perceptual impression and evaluation of scenic brands. Therefore, in order to shape and enhance the brand of scenic spots, we must adopt the principle of paying equal attention to multiple senses in brand management, comprehensively excavate and optimize all the tourism resources and activities that can give tourists sensory and psychological experience, and express them in brand language, so as to construct the differentiated brand experience characteristics of scenic spots.

4. Core attraction driving principle

The core attraction of scenic spots is not only the biggest bright spot to attract tourists, but also the main support point for the regional characteristics and market influence of scenic spots. Moreover, through the core scenic spots, scenic spots can expand the width and depth of services, enrich the tourist experience, increase the stay time of tourists, create more economic and social benefits, and strengthen the sense of quality of scenic spots brands with rich tourism activities. Therefore, following the principle of using the core scenic spots to promote the brand of scenic spots can not only grasp the key points of brand promotion, but also be the basic principle to improve the efficiency and effect of brand management of scenic spots.

5. The principle of discovery and innovation

Tourists' travel motivation has obvious multi-source characteristics, and its fundamental reason lies in the diversity of tourists' travel needs. Keeping pace with the times and constantly satisfying and creating tourists' travel needs is the fundamental task of scenic spot management and brand management. In order to better complete the task of continuing the vitality of scenic spots, discovery and innovation are important principles that must be followed in brand management of scenic spots. The basic way to realize this principle is to make an in-depth investigation of all natural and cultural existence in the scenic spot space on the basis of fully studying the tourist demand, find out the nodes that can enhance the tourist experience and meet the tourist demand, and create more elaborate services and diverse tourism activities, especially tourism festivals. The premise of this method is to protect the grass, trees, bricks and tiles of the scenic spot, which is a potential resource for the future development of the scenic spot and one of the driving forces for the promotion and extension of the brand of the scenic spot.