This paper attempted to find out the components of Xiangxi tourist brand from the area history and culture, and then through a series of area image subjects to build the tourist brand image system.

• 文章试图从湘西的地域历史文化发展中，首先找出湘西旅游品牌意象的组成元素，再通过拟定一组地域意象主题，来构建旅游品牌意象的体系架构。