Study On Cultural Tourism Brand Construction Of Huizhou Ancient City Under The Background Of Cultural And Tourism Integration

As people's spiritual and cultural needs increase,culture has become an important driving force for tourism,and the trend of cultural and tourism integration is more and more obvious.Under this background,the brand construction of cultural tourism has become inevitable,which can help to improve added-value and competitiveness of cultural tourism products,promote rational competition of cultural tourism market and the integration and the upgrading of cultural and tourism industries.This paper takes a demonstration area of cultural tourism in China:Huizhou ancient city as a typical case.The study is conducted by literature research,on-the-spot investigation,comparative analysis and other research with the help of brand,marketing,communication knowledge to analyze the current status of Huizhou ancient city of cultural tourism brand construction.We believe our study on Huizhou can also provide reference for other parts of the cultural tourism brand construction.Several points were found in this paper,first,In terms of brand positioning,there are several problems such as single positioning dimension,scattered brand image system and insufficient brand cultural connotation.It is suggested to adopt Dynamic Positioning Model for scientific and accurate positioning,take "Huishang"as the core system to create the brand image of Huizhou people "searching for roots",and inject rich cultural connotation of emblem.Second,there are also problems in the brand product development such as homogeneous design,simple combination,and inefficient service.In the future,it is necessary to adjust the product structure and develop regional cultural tourism types in accordance with regional resources.It is essential to focus on the development of Huizhou-based research tourism,folk-custom-based festival tourism,and ancient village-based tourism in ancient villages,and promote Huizhou cultural tourism with tourism-oriented IP-based construction instead of shallow development.Third,brand marketing communication is a traditional communication concept from the perspective of operators,which mainly focuses on advertising and promotion,takes traditional media as the channel and product information as the content.While in the future,Huizhou ancient city should actively track the emotional and psychological needs of consumers,conduct scene marketing by presenting local residents' life scenes,strengthen emotional marketing by telling stories of Huizhou merchants,and conduct fan marketing by taking advantage of films and TV shows IP set in Huizhou.Fourth,there are problems of lagging supervision,insufficient talents and lack of brand extension in brand operation and management.In the future,it is necessary to attract investment,use school-enterprise cooperation to train tourism talents,and strengthen cross-border cooperation through agriculture,sports and medicine.Essentially,the development of cultural tourism is an integrated process of commercialization,and the construction of cultural tourism brand is a process of constructing tourism landscape to meet consumers' diversified consumption concept.Therefore,how to balance the relationship between cultural protection and cultural development has always been difficult in the development of cultural tourism,and also a key point to pay attention to in the future.In this paper,we first attempt to clarify the concept of cultural tourism and cultural tourism integration,and clarify the relationship between the two and brand building.This allows us to clarify the connotation of cultural tourism brand,and lays the theoretical foundation for the subsequent relevant research.In addition,most existing research studied paradigm of provincial cultural tourism from perspectives of tourism management,industrial integration and human geography.We however propose to focus on counties as our research subjects and introduce comprehensive analysis using relevant theories of communication and sociology.This new method can improve the breadth and depth of relevant academic research.Most importantly,our novel approach borrows brand ecology research methods and ideas of innovation,from the three prospects of brand construction of subject(operator),object(consumer),and medium(product),and select the brand assets value assessment as the core,to the brand construction of four links,the analysis of current situation,problems and countermeasures of brand.We believe our analysis and new strategy can transform related research from mechanization to systematization,and form an organic and dynamic research framework for cultural tourism brand development.