Research on the Brand Building of Tourism Destination From the Perspective of Cultural Inheritance——The exploration of building the tourism brand of"Walking in Henan-Understanding China"
Promoting cultural inheritance and the integration of culture and tourism play an important role in promoting the brand value of tourism destinations.And the branding of"Walking in Henan-Understanding China"can provide us with certain experience in promoting brand value.Therefore,this paper uses content analysis to summarize and sort out the geo-graphic factors of the image of"Walking in Henan-Understanding China"from the perspective of placeality theory.On this basis,the RAC model is applied to screen the brand of"Walking in Henan-Understanding China"tourism destination brand gene,and establish brand gene index evaluation system.The study found that the four major brand genes of"Ancient Capital of China","Cultural Heritage","Chinese Literature"and"Yellow River Culture"are greater than 4 points.This shows that the brand"Walking in Henan-Understanding China"has helped Henan to successfully shape its image as a tourist destination of"the source of Chinese civilization".In order to better promote the branding of tourism destinations,policy recommendations are provided in four areas:Promoting the deep integration of culture and tourism,enriching the tourism branding system,im-proving the quality of brand communication and deepening the construction of"brand IP".
cultural inheritanceintegration of culture and tourismbrand buildingplaceality theory
NETL
NSTL
万方数据
