中文摘要：

近年来,我国的世界遗产旅游得到了快速发展,但它们在国内外游客心目中的认知度却相差悬殊。在全球化背景下,为使我国的世界遗产地在塑造＂美丽中国之旅＂国家旅游形象和提高我国的国际旅游竞争力方面发挥应有的作用,需要加大品牌化建设力度。具体手段包括发挥官方网站在遗产地品牌化建设中的重要作用,提高旅游宣传的针对性和有效性,提高导游员的外语水平和跨文化沟通能力。

英文摘要：

China is witnessing aquick development of world heritage tourism.However the degree of recognition and acceptance by tourists at home and abroad varies greatly among the destinations.In the context of globalization China＇s world heritage tourism should play an important role in establishing the image of Beautiful China and promoting China＇s competitiveness in the world tourism market.Therefore it＇s urgent to strengthen the branding development,improve the relevance and effectiveness of tourism publicity,take advantage of the role official websites play in the process of branding development and improve the tour guides＇ foreign language as well as their ability of cross-cultural communication.