Brand gene theory provides a new perspective for studying the internal differences of regional tourism brands. This article constructs a binary construct framework for brand gene identification,and applies a mixed research method of big data analysis,content analysis and spatial analysis to identify and extract brand genes from textual and pictorial materials of 20 prefecture-level cities in the Qinghai-Tibet Plateau in order to explore the internal differences and spatial characteristics of tourism brand genes in the Qinghai-Tibet Plateau. The results show that: 1) The tourism brand gene identification framework of the Qinghai-Tibet Plateau consists of 5 gene dimensions and 14 gene sub-dimensions. The brand body genes are similar in different prefecture-level cities,but there are obvious differences in the brand attachment,mixing,variation and value genes,which show a convergence of the overall brand image and a convergence of the brand gene characteristics of different prefecture-level cities. 2) The tourism brand body,attachment,mixing,variation and value genes in Qinghai-Tibet Plateau have a stepped wide-area distribution,a distribution along the fringe areas,a two-point distribution,an east-west divergence and a north-south divergence,a highly aggregated spatial distribution in the northeast,and a highly aggregated spatial distribution in the northeast,with a high degree of spatial diversity in the northeast. 3) According to the influence degree of tourism brand genes,it is divided into two brand regions in the Qinghai-Tibet Plateau,which is the core region and the expansion region respectively,as well as five types of brand sub-regions,each of which has different dominant genes and functions. Identifying and extracting the connotations of tourism brand gene characteristics can provide more valuable strategic references for the construction of brand personalization,and improve the theoretical system of destination brand marketing.
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