For the tourism market, brand is the most lasting values, culture and personality. In reality, some tourist destinations and enterprises often pay too much attention to the functional attributes of brands and ignore the commitment to tourists' interests. There are still some enterprises or products that regard it as the trademark of the brand, which distorts and deviates from the meaning of the brand, making the brand a "material symbol" that does not lack individuality and vitality. However, in essence, the implementation of brand marketing management is to create a strong emotional attraction among the target groups of their respective tourist destinations and create an impulse to be friendly to the destination and willing to visit (Milton, 2003). Therefore, travel agencies and tourism enterprises can only create and maintain the brand image of employees from the perspective of values, culture and personality, and then create conditions for the implementation of brand strategy from the perspective of brand essence and destination.

This paper analyzes the construction and operation of Dalian urban tourism brand, and summarizes the corresponding operation mode and management method through the construction and operation of Dalian urban tourism brand. So as to provide theoretical analysis and guidance for the construction strategy of urban tourism brand.

Firstly, the paper defines the related concepts of tourism brand, and gives the concepts of brand, brand image and brand assets based on tourists. Secondly, the identification of Dalian tourism brand, including the relationship between Dalian tourism destination brand and tourism enterprise brand, and the operation mechanism of Dalian tourism city brand are analyzed. Then, the article analyzes and summarizes the application of Dalian city brand positioning strategy, including: leading positioning, Fu Bi positioning, reverse positioning, gap positioning and repositioning strategy. Finally, the paper summarizes and analyzes the brand marketing strategy implemented by Dalian in order to successfully build and operate its urban tourism. Including: product line expansion strategy, brand expansion strategy, multi-brand strategy and brand renewal marketing strategy.

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