Abstract: Shangluo was located in the southern foothills of the Qinling Mountains. It was named Shangyang in ancient times. With its long historical and cultural resources, rich red resources and eco-tourism resources, all-for-one tourism had developed rapidly. The brand influence of “Qinling is the most beautiful in Shangluo” and “China’s Climate and Health City” was gradually increasing. Shangluo was known as the most beautiful place in Qinling Mountains. However, Shangluo’s tourism cultural brand construction still had problems such as insufficient support of tourism cultural products, in-depth exploration of tourism cultural resources, narrow channels of tourism cultural brand dissemination, and imperfect tourism service system under the background of all-for-one tourism. It should enhance Shangluo tourism cultural brand awareness, build characteristic tourism cultural brand, and promote the leapfrog development of the regional tourism industry by relying on Shangluo’s advantages in tourism cultural resources and making all-round efforts from the tourism cultural product support, characteristic cultural resources mining, brand publicity channels and tourism industry elements construction.

Key words: all-for-one tourism, tourism cultural brand, brand building, Shangluo City