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Advances in Economics, Business and Management Research, volume 70 International Conference on Economy, Management and Entrepreneurship(ICOEME 2018) Research on Brand Cultivation and Management of Tourism Industry Cluster Taking Shaanxi Province as an Example* Xiaoyan Liu Xi'an FanYi University Xi'an, China 710105 Abstract—The construction of tourism industry clusters is the development of Shaanxi tourism industry still has some characterized by strong spatial agglomeration, large resource limitations, such as low intensity of integrated development, intensity and strong correlation. It is an inevitable trend of unsound brand cultivation and management mechanism of regional tourism industry innovation, internal cooperation, industrial clusters, weak brand influence of industrial clusters, brand building and environmental governance of tourism low synergy of main body of industrial clusters brand destinations. The tourism industry cluster brand is the cultivation. To make the advancement with the times and embodiment of the highest level of development and make the innovation with the tendency, promote the specifications of the tourism industry cluster, and is an innovation of Shaanxi tourism industry cluster brand important endogenous force for the development of tourism cultivation and management model, and highlight the industry clusters. This paper takes Shaanxi Province as an characteristics of tourism industry are key issues for the example. Through the identification of tourism industry clusters, the analysis of the factors affecting the cultivation of development of Shaanxi tourism industry cluster under the industrial clusters in tourism industry, and the research on the new situation. cultivation and management of tourism industry clusters, it breaks the obstacles to the development of tourism industry II. IDENTIFICATION AND POSITIONING OF SHAANXI clusters in Shaanxi province and enhances the overall TOURISM INDUSTRY CLUSTER competitiveness of tourism industry clusters in Shaanxi province. It will provide a basis for promoting the branding A. Tourism Function Positioning and professional development of Shaanxi tourism industry clusters. From the perspective of industrial development, the tourism industry includes three major kinetic energies: Keywords—tourism industry cluster; brand cultivation; industrial development power, direct consumption power and Shaanxi tourism industry urbanization power. Under the background of tourism industry clustering and large-scale development, the function of Shaanxi tourism industry is mainly reflected in industrial I. INTRODUCTION integration and attracting capital, shaping the brand and Under the background of "tourism+", the development of environmental governance. It can strengthen the cooperation the global tourism industry cluster and tourism complex has of stakeholders in the tourism industry such as food, housing, continuously impacted the development pattern of traditional travel, tourism, shopping and entertainment, enhance the tourism industry. The tourism industry cluster has become attraction of tourism destinations to tourism developers, one of the pillars of Shaanxi's regional economic product suppliers and tourists, help shape destination brand, development. According to the "2017 Shaanxi Statistical and strengthen the governance and optimization of the Yearbook" (Section 17 of Foreign Economic Relations and regional environment of the tourism industry cluster. Trade), the number of tourist receptions in Shaanxi Province was 449 million in 2016, and the total tourism revenue was B. Tourism Industry Cluster Scale 381.343 billion yuan. Since the "Twelfth Five-Year Plan", Shaanxi province has formed cultural tourism towns, county The principle of "strengthening the tourism with the tourism destination with the integration of Manchuanguan, culture" is the leading idea of Shaanxi tourism industry Zhaojin, Hancheng, Huangling and Wen'an, and typical cluster. Shaanxi tourism industry has initially formed a tourism industry development model represented by tourism industry cluster map of "two cores and ten districts" Liangjiahe and Yuanjiacun. From the "nothing" to the and "three circles and four blocks in one circle and two "having" of the tourism industry cluster in Shaanxi province, places". "Two cores and ten districts" refers to the core areas the transformation from "extensive management" to of integrated development centered on Xi'an and Yan'an, and "specialized management" has been achieved. At this stage, tourism industrial demonstration zones centered on Hanzhong, Ankang, Shangluo, Hancheng, Yangling, Baoji, *Fund Project: Branch Project of China International Trade Xianyang, Tongchuan, Weinan and Yulin. "Three circles and Promotion Council Commercial Industry (FWYPPKT-1718) four blocks in one circle and two places" is based on the Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 227 Advances in Economics, Business and Management Research, volume 70 construction of the Lintong tourism demonstration zone, and Shaanxi tourism industry cluster brand. The catering, the layout of Lintong tourism circle, tourist destination, main accommodation, transportation industry and tourism, tourist route and scenic area plate. Under the conditions of entertainment and shopping industries are the basic elements Shaanxi's tourism industry transformation and upgrading and and amusement elements of the tourism industry cluster economic restructuring, the scale of Shaanxi tourism industry brands respectively. The sports, production and education cluster will continue to expand. industries are the physical and spiritual elements of the tourism industry cluster brands respectively. They play the C. Spatial Correlation Analysis of Tourism Industry guiding and supporting role in the cultivation of tourism The characteristics of spatial association of tourism industry cluster brands. industry in Shaanxi province are mainly manifested in region, integration, stage and cultural integration, mainly involving D. Opportunity Factors industrial policy, tourism resource environment, tourism The per capita disposable income growth, the change of industry location conditions, and regional economic residents' consumption concept, the optimization of tourism development level. Industrial policy is the driving force for industry layout, the enrichment of tourism products and the the development of tourism industry, which can optimize the individualization of tourism experience are the opportunities tourism industry pattern and enhance the depth and breadth for Shaanxi tourism industry cluster brands. Under the of tourism industry development. The tourism resource stimulation of new tourism forms such as Shaanxi tourism environment is the key factor restricting the development of demonstration zone, tourism complex, all-for-one tourism the tourism industry and the basis for absorbing the capital of and rural tourism have created favorable conditions for the the tourism industry. The location conditions of the tourism brand cultivation of tourism industry clusters in Shaanxi, and industry are the conditions for the development of tourism have fostered a broad prospect of tourism industry cluster industry clusters, which can accelerate the concentration and brand cultivation. integration of industrial resources. The development of tourism industry is one of the major industries that promote E. Policy Factors regional economic development. It can promote the leap- In recent years, Shaanxi has successively issued the forward development of tourism industry clusters. "Guiding Opinions on Accelerating the Development of Industrial Clusters" (Shaanxi Provincial Government [2009] III. ANALYSIS OF THE FACTORS AFFECTING THE BRAND No. 20) and the "13th Five-Year Plan for Cultural and CULTIVATION OF TOURISM INDUSTRY CLUSTERS IN Tourism Integration Development" (Shaanxi Provincial SHAANXI PROVINCE Government [2017] No. 31), "Implementation Opinions of the General Office of the People's Government of Shaanxi A. Resource Factors Province on Promoting the Development of All-for-one Excellent resource endowment is the premise of Shaanxi Tourism" and other policies, supporting the development of tourism industry cluster brand cultivation. Shaanxi is a tourism industry clusters and the construction of brand province with great tourism resources and has unique industrial clusters, emphasizing the leap-forward tourism resources. As of 2015, Shaanxi has 312 A-level development of the tourism industry in a clustered mode. tourist attractions, 35 national-level forest parks, 6 national- level scenic spots, and 19 national-level nature reserves. The IV. RESEARCH ON TOURISM INDUSTRY CLUSTER BRAND rich tourism resources have injected a steady stream of CULTIVATION AND MANAGEMENT IN SHAANXI PROVINCE vitality into the brand cultivation of Shaanxi tourism industry clusters. Also, it has stimulated the development and A. Analysis of the Main Body of Cultivation innovation of related industries. The main body of Shaanxi tourism industry cluster brand cultivation mainly involves the government, industry B. Market Factors associations, tourism enterprises, etc. The main bodies are The market factor is the direction and starting point for mutually complementary and mutually synergistic. They all the brand cultivation of tourism industry clusters in Shaanxi perform their duties and constitute the driving force for