In the context of global cultural industry upgrading, the competitiveness of the cultural tourism industry increasingly relies on brand value rebuilding. Jingdezhen, known as the "Millennium Porcelain Capital," possesses advantages in ceramic cultural resources but also faces challenges such as brand aging and industrial homogenization. Based on brand rebuilding theory and local practices, this paper explores the driving mechanism and sustainable path for Jingdezhen's cultural tourism brand rebuilding. The research indicates that brand rebuilding is the core driving force for activating ceramic cultural resources and promoting industrial upgrading. Jingdezhen needs to achieve a brand transition from "traditional to contemporary to future" through cultural renewal, industrial integration, digital empowerment, and policy support. This study provides a reference for the cultural tourism development of heritage-based cities.

Jianren Yang, Tong He. Research on the Driving Mechanism and Sustainable Path of Jingdezhen's Cultural Tourism Industry from the Perspective of Brand Rebuilding. Academic Journal of Business & Management (2025), Vol. 7, Issue 11: 83-90. https://doi.org/10.25236/AJBM.2025.071112.

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