Abstract: The current construction of county tourism branding remains stagnant. To solve the problem and promote the healthy development of county tourism in China, a research on the tourism industry in Qujiang is made and a SWOT analysis is conducted. Based on the result of the research, the paper finds that the deterrents for the development of the county culture include the lagging culture outlook, the poor culture resources and the lack of talents for culture operation, which influenced the further development of tourism industry in Qujiang. The paper proposes that it adopt soft-power based brand building to improve the competitiveness of tourism in Qujiang with a focus on concept, strategy, solutions and resources.

Key words: tourism soft power, county tourism branding, county culture concept, county culture resources, regional competitiveness, Qujiang