Since the industry of tourism homestay entered the period of shock reshuffle in 2020，how to build a unique and valuable homestay brand has gained much attention in the industry. The development of community economy drives the foundation of brand building to transform from products to communities，and communities provide the shortest connection way between the tourism vonestay brand and consumers. This paper conducts a detailed analysis on the problems that currently exist in the brand building of tourism homestay，and by constructing the “brand building model of tourism homestay based on virtual community”，it proposes the marketing innovation approach to tourism homestay and consumers to “co-create brand value”. In the right context，tourism homestay should find the specific community，trigger the connections between people by taking advantage of the content with communication capability through the community network structure，and be involved with interactions throughout the whole process of brand building （brand concept and design，brand positioning，brand communication and brand maintenance） of tourism homestay. In the interactions，consumers will improve their cognition，form attitudes，produce emotions，participate and share，and be resonated on a deep level by the tourism homestay brand.