| With the transformation and upgrading of tourism industry,cultural and tourism integration has become a new trend of tourism.The integration of culture and tourism,namely,"promoting travel with literature and enhancing literature with travel",plays a positive role in promoting traditional national culture and improving the confidence of national culture.The integration of culture and tourism can not only promote the development of rural tourism,but also play a positive role in spreading rural culture.Under the background of China’s rural economic system reform,the active development of rural tourism can not only promote the increase of farmers’ income,but also promote the development of rural economy and the stability of rural society.The soul of tourism is culture.To realize the high-quality development of rural tourism,we must base on local cultural resources,strengthen the integration of culture and tourism,and form local characteristics,so as to promote rural revitalization.Based on the background of rural revitalization strategy,rural tourism has achieved rapid development in recent years and played a positive role in the stability of rural economy and society and rural revitalization.However,rural tourism in the process of development also appeared some problems,in the fierce market competition failed to build their own unique rural tourism brand and unique rural tourism products,can not meet the market demand for high-quality rural tourism products.Based on the theory of integration development theory and brand,on rural tourism,the text brigade fusion,the definition of rural tourism brand is analyzed,based on the existing research results,the rural tourism brand construction,and other areas in brigade fusion results make rural tourism brand,Yanshan county,jiangxi province lead mountain county rural tourism industry as the research object,collect related information,And carries on the analysis,so as to understand the lead the status quo of mountain county rural tourism brand construction,mountain county to explore the current lead in creating the plight of the rural tourism brand,which is put forward based on text brigade fusion to make lead mountain county rural tourism brand,increase the uniqueness of lead mountain county rural tourism products,to create high quality travel products.To build a high-quality rural tourism brand,Yanshan County should first make clear the goal of brand construction,have the correct awareness of brand construction,fully excavate the local historical and cultural resources,and form a rural tourism brand with local characteristics.At the same time,we should pay attention to the design and publicity of the brand image.In the brand design,we must fully show the local characteristic culture,actively use a variety of media channels for publicity,improve the quality of rural tourism services,create high-quality rural tourism brand,and realize the differentiation and personalized development of rural tourism.Based on the construction of rural tourism brand in Yanshan County,this thesis discusses the construction of rural tourism brand system from the perspective of cultural and tourism integration,in order to provide some useful reference for Yanshan county rural tourism industry.Rural tourism is an emerging industry,cultural and tourism integration is a new perspective for the development of rural tourism industry,brand building is also a complex project,due to the limitations of the existing research level,there are still many imperfections in this study,which need to be further thought and discussion. |
