将文化创意元素融入到旅游商品品牌创新中既满足了旅游者高层次的文化需求,增加了旅游商品的附加价值,又有利于企业打造成区域的名片式企业。将旅游商品品牌创新模式分为旅游商品生产商品牌模式、旅游商品零售商品牌模式和混合品牌模式,提出了设计富有民族文化的品牌名称和标识、生产民族特色旅游商品、营造特色购物环境以及利用新媒体传播品牌等品牌创新路径,为民族地区旅游商品品牌塑造与创新提供参考。 Integrating cultural and creative elements into the innovation of tourism product brands not only meets the high-level cultural needs of tourists, increases the added value of tourism products, and helps enterprises to create business cards in regions. The paper divides the innovation mode of tourism product brand into the tourism product manufacturer brand pattern, the tourism product retailer brand pattern and the mixed brand pattern, puts forward the design of brand name and logo with rich national culture, the production of national tourism products, the construction of special shopping environment and the utilization New media and other brands to promote brand innovation path for tourism brands in ethnic regions to create and provide a reference for innovation.