Regional Cultural Branding in the Context of Culture–Tourism Integration

摘要

Abstract

Culture–tourism integration has created new conditions for transforming local cultural resources, innovating tourism products, and communicating regional images. Nevertheless, regional cultural branding continues to face problems such as increasingly homogeneous positioning, superficial cultural representation, inadequate connections among tourism products, and excessive dependence on short-term online traffic. Regions should draw on their distinctive cultural foundations to establish coherent brand positioning, improve the hierarchy of tourism products and spatial experiences, promote the joint participation of governments, enterprises, residents, and tourists, and establish mechanisms for cultural protection and brand evaluation. These measures can strengthen brand distinctiveness, experiential value, and the capacity for sustainable operation.