The Brand Image of Zhangjiajie Geopark: Tourists as Place-Makers in Co-Constructing Geoheritage Meanings

Geoparks are designated areas aimed at promoting geoheritage and fostering sustainable regional development through geotourism. The construction and dissemination of the geopark brand is crucial for the institutionalisation of geoparks, yet academic attention to geopark branding in the framework of place-making is limited. This study explores how tourists perceive and contribute to the construction of place meanings and brand images of geoparks, using Zhangjiajie UNESCO Global Geopark in China as a case study. Employing a mixed-methods approach combining 369 surveys, 346 mental maps, and 57 stakeholder interviews, our results revealed that tourists have limited recognition of the geopark’s scientific and social significance. Spatial analyses of mental maps further show that tourists’ perceptions concentrate heavily on iconic scenic areas while overlooking peripheral, rural communities. The mismatch between tourists’ perceptions and meaning constructions and the geopark’s official branding efforts may undermine the park’s goals of geoheritage conservation and community development. Theoretically, this paper contributes to the literature by reflecting on the intersection of place-making, place branding, and geotourism, emphasizing tourists’ role as place-makers in co-constructing geoheritage meanings. Our findings suggest that effective use of geopark products and branding should move beyond expert-driven narratives and integrate tourists’ perceptions into management and assessment practices.