The Mechanism And Path Research On The Brand-building Of Regional Agricultural Leisure Tourism

With the rapid advance of our country's urbanization,agricultural leisure tourism gradually becomes the main fulcrum of rural economic and social development throughout the country.In the process of agricultural leisure tourism development,brand-building becomes one of the important paths that promote the development of agricultural leisure tourism.Besides one of the major problems of the current tourism industry,Tourism brand building and application is also one of the important work to promote the development of tourism economy in current.Regional agricultural leisure travel brand-building will enhance the understanding its brand and clear its building principle and mechanism.On one hand,it promotes the healthy development and integration of the agricultural leisure tourism effectively.On the other hand,it will increase agricultural leisure tourism economic benefits and meet the demand of the tourists.Shangyu's successful tourism brand-building of "Fruits of Four Seasons " provides a good example of the regional agricultural leisure tourism brand construction.Through the analysis of brand construction,this paper preliminary constructed the basic approach to the brand-building of regional agricultural leisure tourism.This paper concludes five chapters.The first chapter is introduction,mainly elaborating the research significance and the background of the domestic and foreign related research results;The second chapter is the related concepts and theoretical basis;The third chapter is about the regional agricultural leisure tourism brand form mechanism,mainly analyzing the core elements of regional agricultural leisure tourism brand;The fourth chapter is the brand-building path of regional agricultural leisure tourism which analyzes the basic path of regional tourism brand construction;The fifth chapter is taking shangyu's brand "Fruits of Four Seasons "as an example.