Research On The Application Of Tourism Brand Construction And Communication From The Perspective Of Cultural Semiotics

Lingqu Canal,located in Guilin City,Guangxi Zhuang Autonomous Region,China,is one of the earliest man-made canals in the world,with rich history,culture and natural scenery.With the vigorous development of tourism,tourism brand building and communication has become an important goal pursued by the tourism destination.Lingqu is not only a monument of engineering technology,but also a symbol of the diligence and wisdom of the Chinese nation.Its unique natural landscape and cultural landscape of mutual integration,forming a rich cultural connotation and historical charm.In this paper,three major aspects of research and analysis:1.This study first takes Lingqu in Guilin City,Guangxi as a case study,analyzes the representative cultural elements and core values of Lingqu,and classifies and organizes cultural resources with regional characteristics for better use;By collecting,screening,classifying,and other steps,valuable cultural resources are integrated together to provide an element carrier for the subsequent design of cultural and creative products with Lingqu characteristics.2.This study from the perspective of cultural semiotics,through the brand of ternary law to create a "super-symbol" to build Lingqu tourism brand research.Through refining the core value of Lingqu,it will be transformed into the elements of brand image and brand communication,including brand logo,brand IP,brand periphery and so on.At the same time,combined with the characteristics of Lingqu resources,explore representative tourism cultural creative products,in order to enrich tourism experience,enhance brand attraction.3.This study explores the Lingqu brand communication based on cultural semiotics.Combine online and offline channels,use a variety of communication methods,such as social media marketing,short video communication,theme activities,etc.,to spread the cultural symbols of Lingqu to target audiences,and enhance the popularity and reputation.To sum up,this study provides a new perspective and practice path for tourism destination through the application of Lingqu Tourism Brand Construction and Communication.The study of brand construction and communication based on cultural semiotics can not only excavate the cultural connotation of tourism destination,but also promote the image of tourism brand effectively.Hope to contribute to the Lingqu World Cultural Heritage,and really to enhance the Lingqu tourism brand image for the development of tourism into new vitality.