Research On World Cultural Heritage Brand Of Chinese Scenic Spot

Chinese world’s material and cultural heritage is not only a kind of tourism resources but also a kind of cultural resources. As a representative of the tourism destination image, China world material and culture heritage scenic area possess historical legacy, cultural heritage and value identity and other important function, which closely related to national image. For example, our country’s rich heritage content shows the glory and achievements of the civilization history of five thousand years; after the success of applying for the heritage, China pays special attention to the heritage protection and inheritance; at the same time it shows China’s cultural soft power by Scenic spots spread.Current international tourism activity is frequent, in order to be able to establish in heterogeneous culture belonged to China’s identity and grasp the active voice, It needs to find from the perspective of "other" and "I" can make rational dialogue and adapt to its value. This article is based on the overseas media The Times from 2006 to 2015 reports of Chinese cultural heritage scenic spot for text content analysis.The conclusion: Chinese cultural heritage scenic spot to build on China’s national image is objective and neutral; China is striding to take part in the ancient civilization of the glorious rejuvenation of the new campaign; Tourists’ cognitive appraisal of China’s image is from the perceptual to the rational; Chinese cultural heritage scenic spot destruction problem is common; But China’s soft power is gradually strengthening. After recognizing and understanding the own identity,”I” need to communicate actively through the brand communication ways of construction to build China’s national tourism image; Promoting heritage tourism with cultural strategy; while focusing on tourist experience and personality shaping culture; and It need to pay attention to the heritage protection and inheritance and improve the new heights of external communication so that can form a "cultural consciousness".