随着人们对生活水平的不断提高,旅游内容与概念的方式选取上也相应发生变化。为迎合旅游者的消费需求与时代潮流,在其传统旅游的基础之上,形成以“品牌效应”带动“区域原产地旅游”的新兴旅游市场带动了区域经济的发展。本文以知名品牌——五粮液的原产地宜宾为切入点,从知名品牌自身对原产地旅游开发的现状分析入手,提出品牌文化对原产地旅游形象的发展可行性策略,以期促进其区域的持续快速发展。 As people continue to improve their living standards, the selection of ways and means of traveling content also changes correspondingly. In order to cater for the consumer demand and the trend of the times, based on its traditional tourism, a new tourism market driven by “brand effect ” has been formed to drive the development of regional economy. Based on the analysis of the current status quo of tourism development in the place of origin, the paper starts with the analysis of the status quo of well-known brands in the development of tourism in the place of origin and proposes a feasible strategy for the development of the tourism image of the place of origin in the brand culture with a view to promoting the sustained and rapid development of the region development of.