Exploring Brand Image of Tourist Attractions Based on Brand Concept Maps: Taking Jiuzhaigou and Dujiangyan in Sichuan Province as Examples

Tourist attractions have become increasingly competitive since many attributes from them are roughly similar, which seldom appeal to consumers to visit. Therefore, marketers shifted their focus to brand image shaping so as to identify their unique attributes. To explicitly understand brand image, the paper uses Brand Concept Maps and analyzes brand associations of two famous tourist attractions in Sichuan province. Some useful suggestions for brand strategies of many tourist attractions in China are proposed.