From The Perspective Of All-for-One Tourism Study On The Construction Of Rural Tourism Brand Image In Song County

As a new development concept of China’s tourism industry,all-in-one tourism has become an important measure for the development of China’s tourism industry since the promulgation of the list of the first batch of national all-in-one tourism demonstration zones in 2016.Since then,the strategy of all-region tourism has entered a great era of vigorous development.Rural tourism is an important part of the whole-region tourism strategy.During the annual holidays,about three quarters of tourists in China choose rural tourism activities to relieve the tension and fast pace of life.However,with the continuous improvement of social material and people’s demand level,tourists’ travel needs are increasingly diversified.Traditional rural tourism destinations that rely on their own natural customs,cultural environment and other tourism resources to attract consumers,due to the lack of targeted brand image construction,can only meet the basic needs of consumers,unable to stand out among many homogenized tourism destinations,Song County’s current rural tourism development is just like this.As far as the status quo of rural tourism in Songxian county is concerned,although the tourism resources in the region are rich,the brand force has not been formed.Song County has a number of villages,and each region gives full play to its own characteristics and exclusive resources to launch tourism brands,but fails to form a unified brand image,and each region does not realize the importance of establishing a unified brand image,but also appears the problem of brand opposition and contradiction,which also leads to the current brand construction quality of rural tourism in Song County is not high.Tourists do not have tourism happiness and brand perception in this region.This paper will carry out a detailed investigation on the construction and development of the current rural tourism brand image,combine with the geographical characteristics and brand contact analysis,design a comprehensive brand image for Song County,and create a rural tourism brand that reflects the local customs of Song county.The construction of rural tourism brand image in Songxian County will enhance its brand perception and tourism happiness,enhance experiencer’s sense of activity participation and brand interaction,strengthen brand influence,maximize the value of the tourism destination brand,and continuously improve in order to meet the needs of consumers.It tries to enhance the depth and breadth of rural tourism development by shaping brand image,and can promote the application of local culture and expand its agricultural products sales channels.At the same time,it has made a strong breakthrough in the market competitiveness,which not only promotes the rural economy of the region,but also helps the rural revitalization and development.At the same time,it also provides a new research idea for the research of tourism products and services in other regions.