| With the improvement of social economy and the level of science and technology,the interaction between all walks of life is becoming more and more obvious.The trend of integration and innovation between different industries has become the trend of industrial development in the new era.The integration of culture and tourism is a new mode of integration and development between cultural industry and tourism industry,which has brought a positive impact on the development of tourism.China’s sports tourism industry is in a period of rapid development.The growing scale of the industry has brought considerable economic benefits.The prosperity of the market makes the competition among sports tourism destinations more and more fierce.The construction of distinctive sports tourism brand has become an effective means to enhance the competitiveness of sports tourism destination,and how to build sports tourism brand has become an urgent problem to be solved.This study takes the construction of sports tourism brand in Getu River scenic spot as the research object,and studies the current situation of sports tourism brand construction in Getu River scenic spot by means of field investigation,interview and questionnaire.It is found that the construction of Sports Tourism Brand in Getu river scenic spot has "International Rock Climbing Holy Land,National Rock Climbing Park";Based on the brand theory,this paper analyzes the shaping effect of sports tourism brand in Getu River scenic spot,and finds that the brand effect is not obvious.Therefore,it is found that there are some problems in the construction of sports tourism brand in Getu River scenic spot,such as lack of brand symbols,neglect of infrastructure construction,lag of brand promotion,lack of cultural support and so on.This paper analyzes the culture contained in the scenic spot,expounds the necessity of building the sports tourism brand of Getu River scenic spot under the background of integration of culture and tourism,and finally puts forward the construction concept for the problems in the process of building the sports tourism brand of Getu River scenic spot under the background of integration of culture and tourism: designing brand symbols,developing creative products,optimizing resource allocation,improving infrastructure,and improving sports tourism;Conform to the development of the times,broaden the way of brand promotion;protect the ecological environment,ensure cultural heritage;upgrade the brand,create cultural tourism brand. |
