Research On The Promotion And Promotion Of Kunming’s Urban Tourism Image Connotation Based On The Culture Of "The National SouthWest Associated University"

Kunming faces many challenges in the process of developing its urban tourism industry since the competition in urban tourism is becoming increasingly fierce.As urban image is one of the elements of urban tourism competitiveness,it is of great significance to improve and promote the urban tourism image of Kunming.Many scholars have carried out such studies.However,most studies in this field have been carried out from the aspects of urban planning,the impacts of major events and so on.In order to find a new way out,this thesis aims at studying on the connotation improvement and promotion of Kunmings urban tourism image from the cultural perspective of “The National Southwest Associated University”(NSAU).After reviewing briefly the domestic and foreign study on NSAU,urban tourism,urban tourism image and Kunming’s urban tourism image,the concepts of urban tourism as well as urban tourism image are defined.On the basis of literature review,this thesis illustrates the cultural value of NSAU from aspects of material culture and intangible culture.Then,the influence of NSAU,from the past to the present,on advancing educational development,promoting cultural progress,carrying forward the national spirit and driving the new development of cultural and tourism integration is studied.Afterwards,the development trend and existing problems of Kunming’s urban tourism image in the process of new business forms and new media integration in recent years are analyzed.By analyzing the data,it is found that there is still a lot of room for tourists to improve their recognition of the current tourism image of Kunming Secondly,NSAU has a certain degree of recognition among tourists,and its important cultural value and influence can be used to enhance the connotation and promotion of Kunming’s urban tourism image.Based on this,this paper also puts forward some suggestions to promote the connotation of Kunming City Tourism Image from the perspective of NSAU culture.