A STUDY OF THE RELATIONSHIP BETWEEN URBAN GIFTS AND CITY IMAGE BUILDING.

City gifts belong to the field of tourism commodities and cultural consumption, which is a kind of product integrating cultural and tourism elements. City gifts become an important embodiment of the development of the material and spiritual civilization of a city by showing its regional characteristics, history and culture, the level of production technology, and the spirit of its residents. It is not only an important business card of the city but also has great attraction and appeal for tourism. In this paper, we focus on the relationship between city gifts and city image, take Beijing gifts as a successful case for in-depth analysis, and put forward suggestions and prospects for further research. First, we explore the close relationship between city gifts and city image. As a kind of cultural tourism product with special characteristics, city gifts show the city's regional characteristics, history and culture, production technology level and residents' mental state to a large extent. It is not only a remarkable symbol of the development of the city's material and spiritual civilization but also a key component of the city's image. Secondly, taking Beijing gifts as an example, we have studied and analyzed the successful cases of city gifts. Beijing Gifts has successfully created gifts with unique charm by skillfully integrating Beijing's local characteristics and cultural elements. Through the design and promotion of local cultural symbols, such as the Beijing Rabbit, Beijing Gifts have effectively shaped the city image of Beijing and enhanced its competitiveness and popularity in the market. Finally, some suggestions and outlooks are put forward for further research on city gifts. When designing and promoting city gifts, the qualities of the city should be fully considered, reflecting the personality of the city image and the city spirit. Meanwhile, strengthening the research on the differences of city gifts in different city types and cultural backgrounds can further enrich the contents and forms of city gifts. In addition, in-depth discussion on the extent of the influence of city gifts on the shaping of city image and further research on the advantages, limitations and development potential of city gifts can be conducted in order to promote the development and innovation in the field of city gifts. To sum up, this study aims to deeply analyze the relationship between city gifts and city image, and take Beijing gifts as an example for a successful case study. Through the study of city gifts, we provide suggestions and outlooks for further exploring the development direction and strategy of city gifts, which will help promote the shaping of city image and the development of cultural tourism industry. [ABSTRACT FROM AUTHOR]