Strategies for Promoting the Value of Tourist Cultural and Creative Brands Based on Cultural Elements

摘要

Tourist cultural and creative brands are the condensation of culture, history, design and commerce. In the collision and blending of culture and commerce, it forms unique competition advantage. The developers of tourist cultural and creative products, based on the cultural core, explore and construct the symbolic meaning, and help tourists to complete the aesthetic journey from viewing to purchasing and then to cultural experience. In the brand strategy, developers should base on the cultural foundation, construct symbolic meaning and cultural image, and implant cultural association into products through traditional cultural inheritance and innovation, so as to arouse consumers’ cultural identity and strengthen the brand value.