The Tourism Brand Building And Promotion Of Laozi’s Hometown

After the long epidemic was effectively controlled,China’s tourism industry has once again entereorous sprint development stage,and the national tourism intention is at an unprecedented high.Various scenic spots and cultural scenic spots have begun to promote their own image to attract tourists through various channels.This twod the vig-way to produce liquidity not only enhance the cultural communication and communication more drive the rapid development of local economy,but under the benign competition is most of the scenic spot in tourism branding of serious homogeneity,the visual image is the same,the same not only blurred the choice of tourists horizon and guide more affect its own propaganda and development.In the face of this situation,the problem of brand building and promotion of tourist attractions needs to be solved urgently.It not only affects the initial understanding and judgment of individual tourists to the tourist destination,but also is the basis for the most effective implementation of the follow-up tourism actions.Laozi’s hometown is located in Luyi,Henan Province.It is the place where Laozi was born,preached and worshipped,and his descendants.It is also a recognized Taoist ancestral court and national 4A tourist area,with rich tourism resources,strong cultural core and rich tourism value.However,in recent years,the development has been stagnant,due to the slow process of cultural mining of the scenic spots,the lack of image building,the s ingle promotion means and the homogenization of similar scenic spots.In this paper,the hometown of Lao zi as the research object,using semiotics,narrative,communication,integrated marketing disciplines from tourism branding and promotion of related concepts of hometown of Lao zi,in view of the existing problems of the tourism branding and promotion status quo,expounds the relationship between branding and regional culture,in view of the current social aesthetic trend of image shaping.Relying on the network in the digital era and the traditional communication media,we will integrate the existing tourism resources to build the tourism image of the scenic spot,improve the tourism derivatives,explore the development direction of the tourism brand,and optimize the service experience to create a new image of the scenic spot.