Research On The Cultural Tourism Branding Of The Jingjiang Tomb Grand Ruins Scenic Area

With the continuous changes of the times,tourism has entered a new stage of cultural and tourism integration after decades of development.2021 Guilin municipal government proposed to build a world-class tourism city and upgrade Guilin tourism to a comprehensive level,and the Jingjiang Tomb,as one hundred great sites in the country as well as the National Archaeological Site Park,witnessed the history of Guilin’s cultural development,connecting the past and the present.It is an important part of Guilin’s tourism development.However,after more than 30 years of development,the tourism development of Jingjiang Tomb is still stuck in the past in the form of sightseeing tours,which cannot adapt to the experience needs of tourists in the current tourism context.As an important cultural tourism resource in Guilin,Jingjiang Tomb has been approved as a national archaeological site park,which has greatly enhanced the tourist visibility of Jingjiang Tomb,but there is still a large gap with other historical and cultural sites.Therefore,promoting the cultural tourism branding of Jingjiang Tomb has become an important tool for its development.The introductory section introduces the background and significance of this paper and provides a brief overview of current research on the development of large sites and cultural tourism branding.The concepts and theories involved in the paper are explained.The first part starts from the general background of cultural tourism brand building in Guilin,introduces the background of Jingjiang Tomb scenic site brand building,construction effectiveness and problems,analyzes the current situation of Jingjiang Tomb scenic site brand building,and summarizes the current brand building situation.The second part derives the advantages,disadvantages,opportunities and threats of brand building on the basis of the previous article.Thus,it rationalizes how to use the advantages and opportunities to solve the disadvantages and face the threats.The third part is a questionnaire survey to understand the shortcomings in brand building from the perspective of tourists and to point out the direction for the next brand building.The fourth part proposes brand building countermeasures in response to the current situation of brand building in Jingjiang Tomb and the results of the questionnaire survey,focusing on six aspects to strengthen the cultural tourism brand building of Jingjiang Tomb,including precise brand positioning,brand image shaping,brand development and upgrading,brand value maintenance,brand marketing,and brand extension and value-added,which broadens the path of tourism development and provides some references for the tourism construction and development of Jingjiang Tomb.The last part of the paper draws conclusions related to this study.The final section draws conclusions and draws out the shortcomings and prospects of this study.As a historical and cultural site type scenic spot,Jingjiang Tomb has its own characteristics and commonalities,and there are problems in the cultural tourism brand construction such as inadequate excavation of features,inaccurate product positioning,and inability to spread influence widely.It is hoped that the research on the cultural tourism brand construction of Jingjiang Tomb Scenic Area will provide a development idea for other scenic spots.Thus,we can continuously improve the market competitiveness of the scenic spot,show the brand image and value of the scenic spot,and achieve win-win economic and social benefits.