Study on Etiquette and Service Brands in China's Cultural Tourism

DOI: https://doi.org/10.62517/jtm.202513605

Author(s)

Qiyu Guo, Jing Hu

Affiliation(s)

Wuhan City Vocational College, Wuhan, Hubei, China

Abstract

Cultural tourism has become a core driver for the high-quality development of China's tourism industry, and the in-depth integration of etiquette with service brand construction is a key path. As an important carrier of China's excellent traditional culture, etiquette helps enhance the quality of cultural tourism experiences and strengthen the core competitiveness of destinations. This study takes etiquette practice in cultural tourism scenarios as the research starting point, systematically analyzes the core functions of etiquette in shaping the uniqueness of service brands, conveying cultural values, and building tourists' emotional identification, sorts out the historical inheritance and contemporary innovative forms of service etiquette in China's cultural tourism, and combines typical case studies to explore the practical models of integrating etiquette into service brands in different types of cultural tourism destinations (famous historical and cultural cities, intangible cultural heritage tourist attractions, and folk experience villages). The paper reveals existing practical problems, including the lack of etiquette standardization, superficial cultural expression, and disconnection between service and etiquette, and on this basis, proposes a service brand construction strategy centered on "culture empowering etiquette and etiquette supporting brands". The strategy includes establishing a hierarchical and categorized cultural tourism etiquette standard system, cultivating professional talents with both cultural literacy and service capabilities, creating an immersive service experience that combines "etiquette + scenario" to enrich brand connotation, and building a service brand communication matrix based on etiquette practice. The aim is to provide theoretical support and practical paths for the upgrading of China's cultural tourism service brands from "functional" to "cultural" and "emotional", promote the coordinated development of cultural inheritance and commercial value, and enhance the international recognition and influence of China's cultural tourism.

Keywords

Cultural Tourism; Service Etiquette; Service Brand; Cultural Inheritance; Tourist Experience; Brand Competitiveness

References

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