The Research Of Luan Rural Tourism Regional Brand Construction

In recent years, rural tourism, which rich in pastoral and rural feelings, is followed by abundant tourists and become a new growth point of the tourism market. With the growth of tourist economy, the function of rural tourism in solving three rural issues are becoming more and more prominent and been paid great attention by Party and country. Regional brand construction is the only way to sustainable development of rural tourism, is the effective way of boosting competitiveness and obtaining organizational synergies, also is the inner requirement of village culture protection, inheritance and development. This paper creatively in put forward the concept of rural tourism regional brand, and try to develop the Luan rural tourism from the perspective of regional brand. As an area with abundant tourism resources and agricultural products, Luan own unique advantage of creating rural tourism regional brands. Luan mostly focus on Dabieshan rural brand, which integrated rural ecological, local customs, culture and history in recent years. This brand is taking ship and formed the Dabieshan area as the main area, Luan tea valley and nine miles landscape gallery as the main tourism brand.Based on the detailed carding domestic and foreign research status about rural tourism regional brand, fully absorbing public product theory, brand theory, sustainable development theory and related theory knowledge, this paper research on the topic of creating Luan rural tourism brand using the questionnaire survey and the combination of quantitative and qualitative analysis method. First of all, this paper analyses the advantageous condition and present situation of Luan rural tourism brand construction, and also summarizes the problems existing in construct process. Second, this paper set up a model of influencing factors for the rural tourism regional brand construction: regional environment, rural tourism destination brand personality and the operator behavior and consumer awareness, which are extracted by comprehensive all aspects of elegant. Third,this paper used SPSS statistical software to test the reliability and validity of the questionnaire, the comprehensive factor analysis, correlation analysis and regression analysis method to modify the theoretical model and validate the influencing factors of rural tourism effect degree and effect of the construction of the regional brand size. Finally,this paper conducted the conclusion that the factors of regional environment, rural tourism destination brand personality, rural tourism operators behavior and consumer perceptionhave the significant impact on the construction of rural tourism brand. According to the research conclusion, this paper puts forward the development ideas and approach method of the construction of the Luan rural tourism regional brand, in order to make more contribution of Luan and the whole of China’s rural tourism regional brand construction.