Based on self-congruity theory， this study selected independent tourists from Xidi and Hongcun， the core destinations of Huizhou culture， as research subjects and employed a case study approach to delve into the formation mechanism of tourists'' brand identification in cultural tourism contexts. The findings are as follows：（1）Tourists'' psychological needs， driven by motivations such as actual self， ideal self， and cultural belonging， constitute the initial impetus for brand identification.（2）The Huizhou cultural brand activates tourists'' perceptions through touch-points such as visual symbols， spatial settings， and intangible cultural heritage experiences， while constructing identification scenarios via sensory arousal， emotional resonance， cultural exploration， and community interaction.（3）Tourists develop differentiated identification outcomes through multidimensional experiential paths： cultural affiliation tourists primarily exhibiting cognitive identification， authentic self-directed tourists leaning toward affective identification， and ideal self-projected tourists demonstrating stronger behavioral identification tendencies. This study enhances the processual understanding of identification mechanisms in cultural tourism and provides theoretical and practical insights for Huizhou cultural brand communication and tourist engagement.