Research on Construction of Cultural Tourism Brand of Scenic Spot Under the Integration of Culture and Tourism: Taking Darning Palace National Heritage Park as an Example

摘要

The integration of culture and tourism industries promotes the construction of the cultural tourism brand of scenic spot. After making an analysis on the connotation of cultural tourism brand and determining the brand positioning, and based on the problem existing in brand construction of Darning Palace National Heritage Park, this paper provides a brand design on the basis of auditory element, visual element, psychological perception element and comprehensive perceptual element, and puts forward the approaches for brand marketing and brand management, in order to promote cultural revitalization and maintain the vitality of the brand of the scenic spot.