MODEL RESEARCH ON THE INTEGRATION IN TOURISM INDUTRIAL CHAIN USING BRAND EXTENSION
QIN Qiao1, ZHANG Lin2, LI Dan-feng2
1. Guangxi Zhuang Autonomous Region Committee, China Democratic League, Nanning 530021, China;
2. Business School, Guangxi University, Nanning 530004, China
Abstract Tourism industrial chain (TIC) is an industrial linking relation produced in series of tourists' activities and the process of their consuming during the travel. The construction and optimization of tourism industrial chain, which coordinate the various elements of the tourism industrial chain to achieve the maximization of the tourism's economic and social benefits, is of great significance to the healthy development of the micro tourism enterprises and regional tourism. Based on the theory of brand extension, the author analyzes the optimizing and integrating mechanism of tourism industrial chain from micro perspective, including dynamic mechanism and restraint mechanism. According to the brand extension, the dynamics of the optimizing and integrating of tourism industrial chain is derived from market, enterprise and brand. The optimizing and integrating of tourism industrial chain is bounced by the brand core value, product relationship and customers' awareness, which reflects the restraint mechanism of the optimizing and integrating of tourism industrial chain according to the brand extension. This paper focuses on above aspects in a comprehensive method and analyzes the important roles famous enterprises played in tourism industrial chain, aiming to provide an optional model and means for the optimization and integration of tourism industrial chain. Based on the analyses, this paper also explores the optimization circle, the optimization path and the optimization model to optimize the industrial chain according to the brand extension. Finally, this paper tries to establish an optional model and way to optimize and integrate the tourism industry, and proposes the suggestion of optimizing tourism industrial chain from the micro and macro perspective.
2009, Vol. 24 
