E3S Web Conf.
Volume 251, 20212021 International Conference on Tourism, Economy and Environmental Sustainability (TEES 2021)
|Number of page(s)||4|
|Section||Research on Earth Climate and Land and Ocean Resources|
|Published online||15 April 2021|
Strategies for Promoting the Value of Tourist Cultural and Creative Brands Based on Cultural Elements
School of Fashion Communication, Beijing Institute of Fashion Technology, Beijing, China
* Corresponding author: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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