Abstract: World Heritage Sites have a distinctive brand image; is there significant brand image heterogeneity in the geographical distribution of World Heritage Sites across regions? How to measure this brand image heterogeneity? To answer these two questions, this paper selects the Ming Great Wall, a representative trans-regional world cultural heritage, as a research object from the perspective of text-image integration. This study aims to quantitatively analyze the heterogeneity of the brand image of the Great Wall of China in different regions, reveal the differences in the focus of tourists in different regions, provide a scientific basis for the brand image shaping and communication strategy of the cross-regional world cultural heritage, and at the same time, explore the value of graphic fusion methodology in the study of brand image of cultural heritage. In this paper, 55358 text data and 311494 picture data related to the Ming Great Wall on Dianping are obtained, and the text features are extracted by polynomial Naive Bayesian classifier, and picture features are extracted by ResNet101 deep learning model, and then calculating the Euclidean Distance to analyze the brand image heterogeneity of the Ming Great Wall in six regions and compare the heterogeneity of different brand image dimensions. The results show that the brand image of the Ming Great Wall in different regions has low heterogeneity and high consistency, and tourists in all regions pay most attention to the experience of "travelling". However, there are significant differences in "food", "travelling" and "shopping", for example, Beijing has a higher proportion of "food" and "travelling" than other regions; Tianjin has a higher proportion of "shopping", which integrates the local tourism characteristics; and Gansu has a lower proportion of "travelling", which is related to its unique geographic environment. Therefore, the management of world heritage sites should not only highlight the consistency of the historical and cultural heritage, but also take into account the differences between regions and tourists' needs, and develop branding images and communication strategies according to local conditions.

Key words: Brand Image, Brand Heterogeneity, Text-Image Integration, Euclidean Distance Measurement, World Cultural Heritage, The Great Wall of Ming Dynasty