Evaluation Of Rural Tourism Brand Construction In Yixian County And Enhancement Strategy Research

Rural tourism is not only an important way to implement the idea of "Lucid waters and lush mountains are invaluable assets",but also an important carrier for the protection and inheritance of rural culture,and an important force in the development of tourism in China.Yixian County has rich rural resources and obvious regional characteristics,and the government pays attention to the development of rural tourism brands and achieves certain results in brand construction.Along with the intensification of the competitive situation in tourism,scientific evaluation of the brand building situation becomes a necessary part of rural tourism brand management in order to achieve sustainable development.This thesis firstly compares relevant domestic and foreign studies on branding,destination brand building and brand evaluation,analyzes the connotation characteristics of rural tourism and rural tourism brand,and summarizes the main steps and contents of rural tourism brand building.Based on the destination brand construction theory and customer value theory,a rural tourism brand construction evaluation index system is constructed with the four dimensions of brand positioning-brand design and development-brand communication-brand management and maintenance as the core.Using this index system,we conduct an empirical study of rural Yixian County,and evaluate and measure the effectiveness of its brand building by combining the data obtained from field research and questionnaire surveys.At present,the main weak links in the brand construction of rural tourism in Yixian County are brand design and development,brand communication,especially some infrastructure and service levels in rural Yixian County cannot fully meet the tourism needs of tourists,which affects the construction effect of rural tourism brand in Yixian County.Finally,this paper proposes four measures to improve the cultural connotation,optimize the publicity system,improve service quality and strengthen brand management,in order to promote the construction of Yixian County as a first-class rural tourism destination,and also provide reference for the development of tourism brands in other rural areas.