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The imagination of the brand image in the tourism industry could be a combination of antecedents and adjustment factors, which affect the customer's response to the brand tourism marketing. Imagination could have been considered a brand identity framework for the travel industry. Building a conceptual framework for the tourism industry's brand image would give the tourism market a competitive advantage. The purpose of this study was to explore the influence of brand image strategy on tourism products for Sichuan consumers based on gender and age differences, income, and purchase intention; to investigate the influencing factors of the product image, user image, corporate image, cultural image, logo image, and service image with any impact on the purchase intention of tourism products in Sichuan; and to evaluate and suggest feasible suggestions for purchasing tourism products based on brand image strategy. Four hundred eighty-two completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in May and June 2022. The results showed that image factors of product, user, corporation, culture, logo, and service significantly impacted consumer purchase intention of tourism products. Further suggestions were made to improve the brand image strategy on consumer purchase intention on tourism products.