Research on Regional Cultural Tourism Experience and Tourism Brand Building Based on Virtual Reality Technology

This study puts forward an integrated model of “VR+ visual image” which combines virtual reality (VR) technology and visual identity of tourism brands, aiming at solving the problem of separation between technology application and brand image in current cultural experience. By constructing a three-stage experience framework of “guidance-immersion-feedback,” this paper explores the synergistic mechanism of visual cognition, cultural communication, and technical interaction. It is found that users' emotional response reaches its peak in the stage of “immersive interaction” forms a significant cognitive impression in the stage of “cultural perception” and shows high willingness to participate in the stage of “behavior activation.” Further results show that the situation-oriented visual strategy is the best in emotional resonance (4.5 points) and brand memory (81%). This study verifies the effectiveness of the model in enhancing cultural experience and communication efficiency and provides a landing integration path for the digitalization of cultural tourism.