The Impact of Cultural Identity on The Local Brand of Guilin, China：A Conceptual Study
Keywords:
Cultural identity, Local brand, Guilin, ChinaAbstract
In today’s global tourism and urban development context, the relationship between cultural identity and place branding has become a key area of research. This study explores the intricate interplay between cultural identity and place branding strategies using Guilin, a city renowned for its natural landscapes and rich cultural heritage, as the primary case study. This study seeks to gain a comprehensive understanding of how cultural identity influences place branding strategies and outcomes. The study adopts a qualitative approach, primarily through in-depth interviews with Guilin residents, tourists, and stakeholders, and supported by secondary data analysis. The findings are expected to highlight the important impact of cultural identity on place branding, enhance brand equity, promote place attachment, and influence stakeholder engagement. This study aims to facilitate the development of more authentic, culturally resonant, and effective place branding plans to enhance Guilin’s global competitiveness and promote the long-term sustainability and preservation of its cultural assets and traditions.
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