Research on the Improvement Strategy of “Sound Taishan” Tourism Destination Brand Construction Based on Big Data Analysis

With the development of society, the competition among tourism destinations is becoming increasingly fierce, and the promotion of their own tourism resources alone is no longer enough to attract consumers. The role of brand is highlighted, and tourism resources and products together form the brand of tourism destinations. Strengthening the construction and enhancement of the brand helps the current deep integration of cultural tourism and the transformation as well as upgrading of tourism. At the same time, with the rapid development of information technology, the traditional tourist tourism is increasingly unable to meet the needs of tourists. The development of information technology and the popularity of mobile devices have made the domestic tourism industry move towards “smart tourism”, and domestic scenic spots have started to vigorously carry out the construction of smart scenic spots. From the perspective of cultural tourism integration, this paper takes brand construction of “Sound Taishan” tourism destination as the research object, selects evaluation indicators based on big data analysis, determines index weights, and conducts comprehensive evaluation of “Safe Taishan” tourism destination brand construction results, in order to provide a reference basis for the evaluation of the brand construction of other regional tourism destinations. According to the evaluation results, the problems of “Sound Taishan” tourism destination brand are identified and the corresponding brand improvement strategies are proposed.