Against the backdrop of cultural and tourism integration, destination brand image construction and communication are confronted with multifaceted challenges including indistinct brand identity, homogenized content dissemination, inadequate cultural connotation exploration, and fragmented communication channels. This study focuses on destination brand image as its core research subject, with particular emphasis on examining brand shaping and communication strategies within the prevailing development trend of cultural-tourism convergence. The research employed a dual-method approach: firstly, a literature review methodology was adopted to establish the theoretical foundation by systematically analyzing domestic and international publications pertaining to cultural-tourism integration, brand image construction, and communication. Secondly, a case study approach was implemented, examining practical applications through multiple exemplary domestic tourism destinations to conduct in-depth analyses of their brand image development and dissemination practices. The study identifies four root causes: ambiguous cultural positioning, misinterpretation of tourist demands, unidirectional communication models, and insufficient comprehension of cultural-tourism integration's essence. To enhance brand competitiveness, the research proposes five strategic measures: deepening cultural positioning by excavating regional uniqueness, innovating communication content and channels, balancing technological applications with cultural authenticity, establishing cross-departmental collaboration mechanisms, and ultimately elevating brand image from resource presentation to value resonance.
Jiaxuan Zhang (Wed,) studied this question.