The Image of Wuhan as a Tourist Destination

Abstract

Destination branding is a hot topic nowadays. One of the principal challenges facing many destinations is the need to differentiate themselves from competition with many of them offering very similar product offerings. Wuhan, which is the largest and populous city in the central China with thousands of historical development, is still looking for the appropriate image and own way of branding style. The aim of the thesis is to analysis current image of Wuhan as a tourist city, and to find out new way of branding Wuhan.

The research is done through several steps. In the beginning a theoretical background is prepared to get a map of destination and city as a tourism product. Later on the thesis will analysis problems of Wuhan as a tourist destination and factors influencing the image. In the end, future suggestions will be given to build appropriate image of Wuhan in the tourism aspects.

Quantitative research method is taken in the form of questionnaire. The contents are concentrating on the opinions and comments about image of Wuhan as a tourist destination from the viewpoints of Wuhan citizenship and Chinese visitors. 140 respondents of different nationalities answered the questionniares. Results were collected through several methods.

The research will be beneficial for the Educational Bureau of Wuhan, Hongshan De-partment. Since the research method is mainly done by quantitative questionnaire, a majority of questionnaires were distributed through the bureau. Furthermore, the Edu-cational Bureau has built close co-operation with the Tourism Bureau of Wuhan, the research in the future will definitely helpful to the police making related to tourism of Wuhan.