我国有200多个优秀旅游城市,其中90%以上属于中小旅游城市。中小城市旅游目的地品牌化,可以帮助提升品牌识别度,增加品牌附加值,提高消费者忠诚度。本文探讨了中小城市旅游目的地品牌建设的主要制约因素和突出问题,并提出了相关建议。 China has more than 200 outstanding tourist cities, of which more than 90% belong to small and medium-sized tourist cities. Small and medium-sized city tourism destination brand, can help enhance brand recognition, increase brand added value, improve consumer loyalty. This article explores the major constraints and outstanding issues of brand building for tourist destinations in small and medium-sized cities and puts forward relevant suggestions.