旅游城市品牌形象进一步塑造推广已经成为旅游业发展的优先事项之间的优先权,本文拟基于游客对宝鸡旅游形象品牌的实证研究。通过调查问卷、深度访谈等定量研究方法为主,从而通过对游客对旅游地的感知进行分析,了解不足,提出相应的解决对策,为旅游者感知旅游目的地形象的研究提供一个适当的方法和途径,也对完善旅游目的地管理提供参考依据。从而为宝鸡市进一步旅游营销及决策提供参考和借鉴。 Further promotion and promotion of the brand image of tourist cities has become a priority among tourism priorities. This article is based on the empirical research of tourists on the tourism brand of Baoji. By means of quantitative research methods such as questionnaires and in-depth interviews, this paper analyzes the tourists’ perceptions of the tourist attractions, analyzes the problems and puts forward corresponding solutions to provide an appropriate method for tourists to perceive the image of tourist destinations. Ways, but also to improve the management of tourist destinations provide a reference. So as to provide reference and reference for further tourism marketing and decision-making in Baoji.