Abstract: China's tourism industry has developed from the stage of high-speed growth to the stage of high-quality development. Hot spring tourism is a blend of leisure vacation, health care, and business exhibition, which has been favored by tourism developers and tourists. So it is important to develop high quality hot spring tourism through hot spring tourism brand building. Baoshan County, located in the southwest frontier of China, is home to large quantities of world-class hot springs, but it is still in the primary stage of tourism development. Through an analysis of the status quo of hot spring tourism brand construction in Baoshan, we find that it is faced with problems such as inaccurate market segmentation, insufficient promotion, superficial cultural connotation and inadequate attention to public relations. To promote the hot spring tourism brand of Baoshan,it is necessary to strengthen the brand planning and design,internal construction,marketing,culture image building, and management.

Key words: quality tourism, tourism brand, differentiated positioning, target market, brand marketing