Utilizing Performances to Develop Cities: A Study on Brand Image Construction and Communication Strategies for Tourist Destinations from the Perspective of Cultural Tourism Integration

Jiaxuan Zhang

doi:10.54254/2754-1169/2025.CAU27204

Advances in Economics, Management and Political SciencesOpen access

Utilizing Performances to Develop Cities: A Study on Brand Image Construction and Communication Strategies for Tourist Destinations from the Perspective of Cultural Tourism Integration

Research Article

Open Access

Utilizing Performances to Develop Cities: A Study on Brand Image Construction and Communication Strategies for Tourist Destinations from the Perspective of Cultural Tourism Integration

Jiaxuan Zhang ^1*

¹ Tianjin Farragut School

^*Corresponding author: emiliayu888@gmail.com

Published on 24 September 2025

AEMPS Vol.218

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-385-7

ISBN (Online): 978-1-80590-386-4

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Abstract

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.

Keywords:

Cultural-Tourism Integration, Brand Image, Brand Communication

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References

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[3]. Huang, B. (2025) To What Extent can Holding Concerts Promote the Development of Local Economy?. Finance & Economics, 1(1), 1-8.

[4]. Cheng, R. (2024) Research on the Design of Haikou City Market Space from the Perspective of Cultural Tourism Integration. Haikou: Hainan University.

[5]. Dong, J.Y. (2023) The Current Situation, Problems and Development of Cultural Tourism Integration through Live Music Performances in Tourist Cities: A Case Study of Haikou City. Life and Partners, (24), 78-80.

[6]. Fei, X.T. (2013) Globalization and Cultural Consciousness [M]. Beijing: Foreign Language Teaching and Research Press.

[7]. Wang, Y.N., Yang, L.N., Liu, T.F. (2024) Research on Enabling the Unique Archives of the Li Ethnic Group to Facilitate the Innovation and Integration of Culture and Tourism in Hainan Free Trade Port. International Public Relations, (24), 152-154.

[8]. Vidaurre-Rojas, P., Vela-Reátegui, S.J., Pinedo, L., et al. (2024) A social media adoption strategy for cultural dissemination in municipalities with tourist potential: Lamas, Peru, as a case study. Built Heritage, 8(1), 12.

[9]. Wang, L.L., Yao, W.Z. (2025) Public Relations Practice: How Government Public Relations Facilitate Local Cultural Tourism Development: Image Building and Effective Communication. China News Release (Practical Edition), (5), 61-64.

[10]. Li, S. (2021) Research on Government Actions in the Integration of Culture and Tourism in Dongpo District, Meishan City. Chengdu: Sichuan University.

References

[2]. Liu, R., Qiu, Z. (2022) Urban Sustainable Development Empowered by Cultural and Tourism Industries: Using Zhenjiang as an Example. Sustainability, 14(19), 12884.

[3]. Huang, B. (2025) To What Extent can Holding Concerts Promote the Development of Local Economy?. Finance & Economics, 1(1), 1-8.

[4]. Cheng, R. (2024) Research on the Design of Haikou City Market Space from the Perspective of Cultural Tourism Integration. Haikou: Hainan University.

[6]. Fei, X.T. (2013) Globalization and Cultural Consciousness [M]. Beijing: Foreign Language Teaching and Research Press.

[10]. Li, S. (2021) Research on Government Actions in the Integration of Culture and Tourism in Dongpo District, Meishan City. Chengdu: Sichuan University.

Cite this article

Zhang,J. (2025). Utilizing Performances to Develop Cities: A Study on Brand Image Construction and Communication Strategies for Tourist Destinations from the Perspective of Cultural Tourism Integration. Advances in Economics, Management and Political Sciences,218,53-60.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: Resilient Business Strategies in Global Markets

ISBN: 978-1-80590-385-7(Print) / 978-1-80590-386-4(Online)

Editor: Florian Marcel Nuţă Nuţă, Li Chai

Conference website: https://2025.icemgd.org/CAU.htm

Conference date: 20 September 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.218

ISSN: 2754-1169(Print) / 2754-1177(Online)

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