Study On Tourism Brand Construction Of Xinzhou Ancient City Under The Background Of Cultural Tourism Integration

Since the country put forward the strategy of cultural tourism integration in 2017,with the rapid development of the current brand economy,the brand effect of tourism destinations has also been paid more and more attention.Therefore,only to build their own characteristics of tourism destination brand,can have a place in the tourism market.Previous studies on brand construction and cultural tourism integration are two modules.Based on the background of cultural tourism integration,this study explores the brand construction mode of the ancient city of Xinzhou.It mainly studies how to recycle the ancient city of Xinzhou,how to improve the value of the ancient city of Xinzhou in the province and even the whole country,and how to build a cultural ancient city with regional characteristics,so as to make the ancient city of Xinzhou find a correct position and seize the environment for rapid development.As an important tourism resource in Xinzhou City,the ancient city of Xinzhou has made some achievements in the current booming tourism industry,and has become one of the first batch of national tourism and leisure blocks.However,compared with Phoenix and Lijiang,there is still a big gap.Xinzhou ancient city tourism brand undertakes the important task of Xinzhou tourism development and revitalization.A high quality tourism brand has great value.Whether the ancient city of Xinzhou can embark on the road of sustainable development depends on whether it can build a well-known tourism brand with regional characteristics.Therefore,shaping the tourism brand is the urgent matter of Xinzhou ancient city tourism development.Under the background of cultural tourism integration,it is of great theoretical and practical significance to systematically evaluate the brand construction of Xinzhou tourism destination,find out the problems existing in the brand according to the evaluation results,and put forward the brand construction strategy.On the basis of defining the concepts of cultural tourism integration and tourism brand,this study,based on the brand image theory,first introduces the general situation of tourism in Xinzhou City and the development process of cultural tourism integration industry in Xinzhou Ancient City.At the same time,combined with the experience of Yuanjia Village Project in Shaanxi Province,it analyzes the win-win cooperation mode between Xinzhou Ancient City and Yuanjia Village.Through literature review,field research,in-depth interviews and focus group interviews,as well as a questionnaire survey of the development status of the ancient city tourism brand.Then,by using the expectation confirmation theory and through the IPA analysis of satisfaction and expectation,it is concluded that the main problems at present are unclear positioning of tourism brand,low service quality,weak publicity,and insufficient integration of culture and tourism.Finally,through the safeguard countermeasure,the consummation countermeasure,the prominent countermeasure and the dissemination countermeasure four aspects to shape the Xinzhou ancient city tourism brand,enhances the ancient city popularity,the reputation and the loyalty,further promotes the Xinzhou ancient city tourism sustainable development.Through the analysis and research to effectively supplement the existing theoretical system of tourism brand construction,strengthen the understanding of the core problems of tourism brand,puts forward the strategy of tourism brand construction,broaden the research field of tourism brand management,provides some reference for the construction and development of ancient city tourism.