Research On The Communication Strategy Of Rural Tourism Brand In Shanxi Province

Rural tourism resources are the most abundant and common tourism resources in China's tourism resources,and rural tourism is the largest potential,the fastest development,the strongest driving force,the most extensive benefit field in China's tourism industry consumption,is an important channel to promote rural economic growth and agricultural structure adjustment.Shanxi Province rural tourism scenic area as the most widely distributed in the whole domain of tourism scenic spots,accounted for the most abundant,the most pressing development important link,its development status and communication strategy worth exploring,update,and only good rural tourism brand communication strategy of Shanxi Province,to achieve transformation and upgrading of industry,and effective development of global tourism,really highlights the shanxi status in the national tourism pattern.Cohort with the beginning of the 14 th Five-Year Plan year,Shanxi Province shoulders the major mission of transformation and development to wade the new road,the development of rural tourism has become an important measure of the transformation and development of Shanxi Province,Shanxi Province rural tourism brand communication is in urgent need of innovative strategies and innovative models to help the development.This paper takes Jiajiazhuang Village,Fenyang City,Shanxi Province as a case study,and analyzes the current situation of rural tourism in Jiajiazhuang by means of questionnaire survey and field investigation.Starting from the overall environment of rural tourism development in Shanxi Province,SWOT analysis is carried out based on various factors to explore the vague brand positioning of Jiajiazhuang rural tourism in the current brand communication,and the local culture needs to be interpreted.Publicity and distribution strength is weak,mass communication is not practiced;The low efficiency of cultural and creative linkage and the need to deepen the digital model provide targeted strategies for the brand communication process of Jiajiazhuang rural tourism.In the process of research,it is concluded that in the process of rural tourism brand communication and positioning,we should pay attention to the brand core,carry out the characteristic brand shaping,and do a good job of brand promotion and extension in combination with the reality.Advertising communication strategy customization should seek the appropriate and effective starting point,diffusion point and foothold of advertising,peopleoriented,stimulate emotional resonance;In terms of communication mode,we should insist that content is king,activate traditional media,innovate to build new forms and grasp emerging media,and be good at digging out invisible media.Through the method of dialectical thinking,learning from the knowledge of communication,tourism and cultural studies and combining with the actual situation of Jiajiazhuang village,this paper clearly puts forward the strategy of rural tourism brand communication in order to provide beneficial enlightenment for the development of rural tourism brand communication in Shanxi province.