The Practice and Innovation of Energizing the Competitiveness of Brand of County by the IP of Culture and Tourism at Zigui

Abstract

The integration of culture and tourism makes the interaction between culture and tourism deeper and closer. After years of vigorous development, the tourism of county is no longer like before building infrastructure in the entire scenic area, and the economy of county no longer relies on hardware construction and a large investment. And now a new focus is needed to promote the economy and brand competitiveness of the county. Combining the IP (intellectual property) construction method in the Internet era with regional brands with local cultural characteristics, an innovative form of IP for county cultural and tourism brands at present is created, the Zigui County of Yichang City is the practical example of the innovative form. Combine with the unique culture of Qu Yuan, the Dragon Boat Festival, and navel orange specialty of Zigui, the IPs of brand of the county that are called “one da three xiao”, which are Qudafu, Chengxiaozi, Zongxiaogui, and Zhouxiaolong, were created. The IPs are deeply loved by tourists, and quickly stand out in the competition of tourism spread in the surrounding counties and cities. By energizing the competitiveness of brand of the county through IP, the new appearance of county brand of the Zigui, which effectively attracts traffic and drives the economic promotion of Zigui County, is displayed with affinity, sustainability and influence.