“神农溪纤夫文化旅游区”是湖北省的国家五A级旅游景区之一,是鄂西生态文化旅游链条上的一颗明珠。“纤夫文化”作为其主打文化品牌,对推动当地旅游经济可持续发展起着举足轻重的作用。本文从理论与现实两个层面对“纤夫文化”品牌建设进行梳理,检视大众对“纤夫文化”的认知误区以及其品牌建设的不足,建议通过正确的大众指引和健康传播提升品牌影响力。 “Shennongxi Clover Cultural Tourism Zone” is one of the national five-A-level tourist attractions in Hubei Province and a pearl on the eco-cultural tourism chain in western Hubei Province. “Trackers Culture ” as its flagship cultural brand plays a decisive role in promoting the sustainable development of the local tourism economy. From the theoretical and practical aspects, this paper sorts out the brand building of “Culture of the Musketeers” and examines the public’s misunderstanding of “Culture of the Musketeers” and the deficiencies of its brand building. It is suggested that through proper public guidance and promotion of health promotion Brand influence.