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This study took Sichuan consumers as the research object, and used the theory of planned behavior, and adopted the method of empirical research to analyze the constituent factors of brand cognition in local red tourism areas. This study could promote the understanding of the influence of different factors on consumers' purchase intention, and then suggested a positive role in promoting the formation of local red tourism brands and economic development, improved the popularity and influence of Sichuan's red tourism industry, and formulated practical policies for the brand marketing strategy. The purpose of this study was to explore the influence of local red tourism regional brand's effect on Sichuan residents based on the difference between gender, age, income, education, and purchase intention; to investigate the influencing factors of brand characteristics, brand association, brand image, perceived quality, perceived value, and brand trust with any impact on the purchase intention of Sichuan residents in local red tourism; and to evaluate and suggest feasible suggestions for promoting the red tourism regional brands to local Sichuan residents in purchase intention. Four hundreds and forty persons completed questionnaires of Sichuan residents through the online WeChat platform by random sampling in June and July 2022. The results showed that all branding elements impact purchase intention in purchasing local red tourism package. Further suggestions were made for the improvement of local red tourism brand promotion for adopting consumers' perception and satisfaction.