Research On Tourism Brand Shaping In Ethnic Villages

In recent years,tourism in ethnic areas has developed rapidly.As the main attraction of national culture,ethnic village tourism based on national rural scenery is popular with more and more tourists.Tourists for ethnic village tourism destination pristine natural scenery,the majority of people express a strong desire to travel,but in recent years,the destination condition increasingly severe competition,every region ethnic villages in ongoing development.To be surprisingly competitive in such a harsh competitive environment,you have to resort to the power of the brand.It is adjacent to Zhangjiajie tourist attraction and phoenix scenic area,which is rich and unique in tourism resources and has a unique advantage in the development of ethnic village tourism.The analysis and research on the brand building of The Miao of Dehang can better highlight the local resource characteristics.The research on the current tourism destination brand system can be improved.At the same time,it can greatly enhance the popularity of the brand and its attraction to tourists.It can also promote the further sustainable development of ethnic village tourism in the region.Construction of tourism brand is very important to the development of the tourism destination,though,ram the Miao started earlier,but for branding is not mature,main show is: inaccurate brand positioning and brand image,brand management,brand marketing does not reach the designated position,etc.,and compared the city of and the development of Zhangjiajie,DE tamper the Miao slightly dim,therefore,how to travel the DE tamper the Miao,branding is a top priority task,by reviewing the previous scholars of literature can be seen that affect brand shaping reasons generally have brand positioning,brand image,brand management,brand promotion,etc.,based on the previous scholars of the theory of brand awareness,brand marketing theory,tourism destination brand on the basis of theory research,combined with local actual research system constructs the ethnic villages of tourism brand,i.e.,the product system,identification system,marketing system and joined the national village residents system,from two dimensions of the tourists and residents,make the article more scientific and representative.Based on the analysis of the reasons,this paper carries out field research on the tampingMiao village,takes the form of the questionnaire to obtain the data and carries on theresearch and analysis,and proposes the design characteristic sign and the slogan;Enhance brand recognition to promote brand promotion,build brand awareness and focus on joint management advantages;Improve brand management;To improve the working consciousness and ability of service personnel in various departments;Enrich the internal culture of the brand;It is good at using all kinds of new media to promote the publicity of the scenic spot,so as to promote the further development of the village.Through the analysis of the case of the brand shaping of the company's tourism destination,the crux of the problems in the construction of the brand is found,and the countermeasures are put forward.Thus,the new idea of promoting the brand construction of tourism destination in xiangxi area is explored,which is beneficial to the striding forward of the brand construction work of ethnic village tourism destination.