| The rapid development of rural tourism has become an important part of China’s tourism industry and has played an important role in promoting social and economic development.China’s rural resources are rich,rural tourism competition is increasingly intensified around the country,rural tourism products homogenization is serious,the brand construction level is low,it is difficult to meet the people’s growing demand for high-quality rural tourism brand consumption.Therefore,it is particularly important to do a good job in brand building.Combining brand building with cultural and tourism integration is conducive to enhancing the competitiveness of rural tourism and promoting the healthy and long-term development of rural tourism.Hulu Tao Village has rich rural tourism resources,good natural ecological environment,numerous tourism and leisure experience projects,and remarkable achievements in rural tourism construction.Therefore,it was selected into the second batch of national key rural tourism villages,and was rated as "Tourism Characteristic Village of Shandong Province" and "Beautiful Leisure Village of China".However,from the perspective of development,Hulu Tao Village has no unique brand characteristics,has not formed a good brand advantage,the development of the scenic area is still in the stage of exploration and development.How to promote the rural tourism brand construction of Hulu Tao Village will be the focus of this paper.Through questionnaire survey,field research and other methods,combined with the brand building theory,sustainable development theory and tourism attraction theory,this paper studies the rural tourism brand construction of Hulu Tao Village and carries out a comprehensive analysis of Hulu Tao Village.In view of the problems such as weak awareness of brand cultivation,low level of tourism products,low level of publicity and promotion of rural tourism brand,lack of professional talents and imperfect infrastructure,this paper puts forward suggestions and countermeasures on brand positioning,brand CIS identification system design,brand construction marketing and communication,brand construction management and guarantee,etc.The purpose is to build a unique rural tourism brand for Hulu Village,so that hulu village rural tourism can better develop on the basis of the existing. |
