In the context of the deep integration and development of cultural tourism, the construction of regional cultural tourism brands has provided a clearer direction for the development of urban cultural tourism, and also provided more supporting elements for urban renewal and construction. The author believes that in the process of urban development, culture is the soul, commerce is the foundation, and tourism is the carrier. Guiding the integrated development of culture, commerce and tourism is a compulsory course in the construction of regional cultural tourism brands, and it is also the core foundation of brand endogenous network construction. Building a good integrated development model of culture, business and tourism can not only fundamentally promote the self-sufficient internal cycle development of the culture and tourism industry, but also continuously inject new development momentum into the construction of regional culture and tourism brands.

　　Link "Cultural Business Travel" to jointly develop brand building

　　The three parties involved in culture, business and travel involve many units, a wide range and a complex industry chain. Therefore, it is very important to build a unified, clear and efficient communication platform, and to establish a good platform organizational structure, management model, and effective operation.

　　The author believes that the construction and management of the platform has three key points. The first is to clarify the purpose of the organization and the member units. The government can take the lead, local cultural, commercial, tourism and other enterprises as participating units in the organization, determine the supervisor, chairman, director, members and other units, build a good platform, and clarify the organization. Functional and management levels. Second, the government should play an active guiding role in the organization or community and participate in the management. The third is to do a good job in organizational care and organizational culture construction, to ensure that "cultural, business and tourism efforts are used in one place" and jointly contribute to the building of local cultural and tourism brands.

　　The effective link between the three parties of culture, business and travel is conducive to the construction of cultural and tourism brands. The three parties have the same goal and direction, and the promotion with a sense of series can effectively enhance the brand image and awareness. In terms of communication, the regional brand "East of the Forbidden City" has issued a set of brand strategic planning, keeping up with the current situation, and establishing consumer groups and activities promotion channels and methods according to different activities are worth learning from.

　　For example, targeting the "Generation Z" consumer group to carry out brand communication and activity promotion. In 2020, "East of the Forbidden City" teamed up with Bilibili (referred to as "Bilibili") to launch a video contest for "20 hours to the east of the Forbidden City to find Beijing". Beijing-style culture and other themes, create high-quality works; cooperate with Tencent animation "Under One Person", invite big V to shoot offline VLOG videos, the activity's Weibo topic readings exceeded 15.5 million, and online live broadcast views exceeded 6.66 million times, 3 The original video has exceeded 5 million views on the entire network. It can be seen that anchoring cultural consumer groups to carry out targeted marketing activities is undoubtedly a powerful way for cultural tourism brands to achieve efficient communication.

　　The deep meaning of cultural tourism brand building is to lead people to explore more possibilities for a better life. Improving the quality of life is also one of the important goals of urban renewal. Under the new crown pneumonia epidemic, the construction of cultural tourism brands in the region can become an endogenous driving force for urban renewal, promote the construction of cultural tourism brands in the region, and may be a new starting point for residents' better life and urban renewal.

　　Trigger cultural consumption with festivals

　　Use good products to create consumption scenarios

　　Festival activities are one of the magic weapons in the construction of regional cultural tourism brands. The characteristics of festivals in each region are different, and the drainage effect of festival activities is remarkable, and the screening of consumer groups is wider. Citizens and tourists in the region can become the main audience for festival activities.

　　The launch of festival activities here may become a trigger point to stimulate consumption in the region. "East of the Forbidden City" integrates the charm of the capital of the region, creating a cultural consumption field with special nodes. For example, the "Forbidden City on the Yuan Ye" of the Lantern Festival frequently goes out of the circle due to the popularity of the Forbidden City itself, then "East of the Forbidden City" can launch related cultural tourism supporting consumer products accordingly, thereby strengthening the regional cultural tourism brand in the hearts of consumers. cognition. In addition, it can also rely on the more classic venues in Dongcheng District, such as Wangfujing and Longfu Temple, to carry out related festival performances, markets, exhibitions, etc. These festivals can become media carriers to promote cultural consumption.

　　Of course, the driving force of leading products on regional cultural consumption cannot be underestimated. Taking the Tang Dynasty City in Xi'an as an example, this block runs through the main business line of "night tour culture" and "Tang culture", and uses modern technology to render the original street scenery, creating a climax of immersion every tens of meters. The night tour route restores the prosperous Tang Dynasty scene in Chang'an. And through the continuous holding of activities, it has driven the passenger flow of 7 surrounding malls and more than 40 hotels, increased the revenue of more than 2,000 restaurants, and generated real estate premiums in the surrounding areas. As a commercial block, Datang Never Sleeping City has successfully created one consumption scene after another, realizing the mutual transformation between the social and economic benefits of Xi'an cultural dissemination.

　　Cultural and creative products are one of the media for cultural tourism brands to convey culture to consumers, and also an important way to realize the mutual transformation of cultural benefits and economic benefits. In the current construction of regional cultural tourism brands, the problem of homogenization is common, and "star products" with unified cultural connotation, great influence and high recognition are rare. High-quality content and high-quality products are the core leading force of cultural tourism traffic. Opening up the industry chain and continuously producing innovative content is also an important task for regional cultural tourism brand building.