Abstract: The analysis of tourism brand gender temperament is helpful to create a distinct brand image, to improve the brand identity and tourism experience of tourists. Based on the analysis of landscape image, cultural image, local image and emotional image, this paper takes the representative tourism resources as the measuring object, measures and analyzes the main tourism resources of Lijiang according to the developed and designed measurement scale, finally this paper puts forward some countermeasures for the promotion of gender temperament marketing of tourism brands in Lijiang.