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

DOI

10.2991/icoeme-19.2019.113How to use a DOI?

Keywords

Daming Palace National Heritage Park; integration of cultural and tourism; cultural tourism brand

Abstract

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 Daming 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.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yinning Ye
PY  - 2019/06
DA  - 2019/06
TI  - Research on Construction of Cultural Tourism Brand of Scenic Spot Under the Integration of Culture and Tourism Taking Daming Palace National Heritage Park as an Example
BT  - Proceedings of the 2nd International Conference on Economy, Management and Entrepreneurship (ICOEME 2019)
PB  - Atlantis Press
SP  - 606
EP  - 609
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoeme-19.2019.113
DO  - 10.2991/icoeme-19.2019.113
ID  - Ye2019/06
ER  -