Provisional Capital Cultural Tourism Brand Building And Communication

In recent years, the cultural image of Chongqing has been always defined as"mountain city and furnace","hot girl and hot pot", which may leads tomisunderstanding that Chongqing is a city without any connotations, culture anddistinguishing features. Actually, it is far more than that. As material resources getincreasingly rich, cultural pursuits has gradually become people’s focus, replacingleisure and recreation. Therefore, cultural image of a city directly affects her socialviews."Provisional Capital History ", not only undertaking sufferings of Chinese peoplebut also shows Chinese national spirit as unity and toughness, is a significant memoryof Chongqing."Provisional Capital History "is unique in modern history of Chongqingand "Provisional Capital"is also an exclusive term only for Chongqing. DuringProvisional Capital period of eight and a half years from November1937to May1946,Chongqing, undergoing rapid development, left a considerable amount of ProvisionalCapital cultural relics, constituting a very important part of material landscape ofChongqing tourism.In recent years, Red-tourism develops rapidly in Chongqing. However, ProvisionalCapital cultural relics, as part of Red-tourism resources, are losing its own significance,which is quite unfavorable for Provisional Capital History of the city. There is no doubtthat the "Provisional Capital" fame is far higher than the "red" fame. Furthermore,Provisional Capital is exclusive to Chongqing, and Provisional Capital culture resourcesare only for Chongqing. Thus, emphasizing exclusive concept of “Provisional Capital",gradually establishing independent culture system of provisional capital should behighlighted, laying foundation for building of cultural image and city card onlybelonging to Chongqing.The literati migrating to Chongqing has left a voluminous wealth of literature,providing an overall record of this tragic episode in history, which is known as"provisional capital literature". Letters relevant to Chongqing in provisional capitalliterature are uncountable. Some chapters describe Chongqing directly or indirectly;some stories take provisional capital as background; some works were born inChongqing but have no direct relation with Chongqing. However, most describeChongqing’s beautiful scenery and customs with the fragments. With large amount and profound description, these works is a very valuable literary treasure in the Chongqinghistory.This paper made a profound study on words or paragraphs in provisional capitalliterature and their connection with provisional capital cultural relics. With a “culturaltourism of provisional capital” system established, effective brand marketing andcommunications were conducted. It is of great importance to enhance culturalconnotations of current tourism market of Chongqing, establishing city image ofqualified travel destination, improving its attraction of scenic spots and enlargingtourism market of Chongqing. Most importantly, provisional capital culture should begeneralized through provisional capital cultural tourism. Enlarged tourism marketguarantees communication of provisional capital culture. In this way, Chongqing willgradually be famous for “Provisional Capital” and “Provisional Capital” will finallyturn to be cultural image and city card of Chongqing.