Author(s)

Zhuorong Li

Corresponding Author

Zhuorong Li

Abstract

In the context of cultural and tourism intellectual property (IP) becoming increasingly popular, the operational models and brand-building strategies of wellness resort destinations have become an important way to enhance the city's competitiveness. The research demonstrates that cultural and tourism IP not only enhances the destination's cultural awareness but also strengthens tourists' emotional connection to the destination. Wellness tourism meets the needs of diverse consumers and supports sustainable development by leveraging diversified business models, such as health care, cultural experiences, and leisure tourism. Regarding brand building, creating a unique brand image, leveraging social media platforms, and executing brand marketing activities can effectively increase attention and loyalty among target groups. By integrating cultural and tourism IP, wellness residence destinations are more attractive in the market, and economic benefits improve, providing impetus for industry development.

Keywords

Cultural and tourism IP; Wellness tourism; Operation mode; Brand building