Shaanxi Liquan "Yuanjiacun" Rural Tourism Brand Building Research

With the rapid development of tourism, especially in recent years, the demands of China’s tourist has shift from sightseeing tourism to leisure holidays. With the implementations of paid leave system, more and more tourists choose villages as their tour destination and it has become a type of popular holiday format. The development of rural tourism, consumer groups to expand, rural tourism has become a new bright spot in China’s tourism industry.Increasingly fierce competition has arisen with the rapid development of rural tourism and the constantly renewed and diversification of consumer tourism demands. Tourism brand has gradually become the focus of competition. So how can we better adapt to this new tourism market and enhance the features to win more tourist and to rise the brand competitiveness? These are require for raising the standards of management and operational quality the tourism sites, more importantly, maximizing the use of resources to create an unique tourism brand.This review here is a comprehensive studies of literature analysis and using comparative analysis methods and other related methods for the studies of Shaanxi Liquan "yuanjiacun". This is the study of various issues in encountered in branding for the particular subject here:from exploring the cultural characteristics of rural tourism, to strengthening of infrastructure developments, marketing and promoting it as a tourism destination, raising the level of tourism services and factors in promoting the rural tourism brand images. In hoping to provide references to promote the development of local rural tourism industry.