Insights on the Construction of Cultural Brands in Higher Vocational Colleges from a Double High Perspective—Taking the "One College, One Brand" Campus Culture Construction Project of the Tourism Management College at Yunnan Tourism College as an Exa

The "Vocational Education Law of the People's Republic of China" mandates that vocational education is as crucial as general education. As a key element of higher education, vocational education is actively aligning with the nation's strategic goals and is progressing towards the "Double First-Class" initiative. Despite this, higher vocational institutions encounter challenges in establishing campus cultural brands, including issues with positioning, insufficient emphasis on the unique aspects of vocational education, and a shortage of distinct professional characteristics. In light of these challenges, this paper examines the "Colorful Yunnan·Most Beautiful Red—Red Tourism Promotes Soul Casting and Education" project, a cultural brand initiative under the "One College, One Brand" framework during the provincial high-level professional group construction phase at the Tourism Management College of Yunnan Tourism College. The aim is to identify the challenges faced in the development of campus cultural brands within higher vocational colleges in China and to explore potential solutions and innovative approaches.