Research on the Brand Building and Communication Strategies of Creative Markets under the Background of Cultural Tourism Integration

Abstract

Cultivating tourism through culture and promoting culture through tourism have become an important force for social progress and civilization development. As a new business form integrating the display, sale, and interactive exchange of cultural and creative products, creative markets have gained widespread popularity and attention, gradually becoming an important carrier for the deep integration of culture and tourism. However, there are still deficiencies in the brand building and promotion of creative markets, mainly reflected in inaccurate brand positioning, ambiguous brand image, outdated products and services, single communication channels, and plain communication content. This article aims to explore the strategies for brand building and promotion of creative markets in the context of the integration of culture and tourism. In the future, creative markets should adopt measures such as precise brand positioning, shaping brand image, innovating products and services, expanding communication channels, and optimizing communication content to effectively integrate cultural and tourism resources, create brand images with local characteristics, promote the sustainable development of creative markets, facilitate the inheritance and innovation of regional culture, and ultimately drive the overall prosperity and development of the city's cultural and tourism industry.