Keywords
Brand building
Development
Submitted : 2024-09-23
Accepted : 2024-10-08
Published : 2024-10-23
Abstract
From the perspective of cultural and tourism integration, this paper uses Sunac Cultural Tourism City in Chongqing’s Shapingba District as a case study to explore its tourism brand-building model and provide corresponding suggestions. First, relevant literature was reviewed to understand the theoretical foundations of cultural and tourism integration, cultural tourism brands, and brand building. Then, authoritative data was collected from official websites to conduct an in-depth analysis of the area’s cultural and tourism resources. This study introduces an overview of the cultural and tourism resources in Shapingba District and analyzes the development status and brand-building situation of Sunac Cultural Tourism City. Using the SWOT analysis method and based on the theoretical foundation, this paper comprehensively evaluates the advantages, disadvantages, opportunities, and threats in the brand building of Sunac Cultural Tourism City. The aim is to offer effective suggestions for tourism brand building in the Shapingba District, thereby promoting the integration and development of the cultural and tourism industries. This research holds both theoretical and practical significance for promoting tourism brand-building and the integration of cultural and tourism industries in the Shapingba District.
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