| In recent years,the outbreak of COVID-19 has caused a huge negative impact on the global tourism industry,making the entire tourism market suffered a heavy blow.At present,rural tourism,with its short distance,low cost,good experience and other characteristics,is expected to become a pioneer in revitalizing the tourism market.However,if we want to solve the problems of low level and homogeneity of rural tourism and show strong market competitiveness,we must cultivate a good brand and maintain this brand for a long time.Maotian Town,Xiangxiang City as a once closed and backward town,want to make a breakthrough in the development of rural tourism under the background of the current national rural revitalization strategy,we must carry out brand building planning as soon as possible.This paper takes Maotian Town of Xiangxiang City as the research object,through consulting materials,questionnaire survey,interview and other ways,through the analysis of the brand building foundation of Maotian’s rural tourism,as well as the field survey analysis,based on the analysis of the existing problems in the brand building of Maotian Maotian’s rural tourism.This paper puts forward some concrete suggestions for the brand building of Maotian’s rural tourism,including: According to the resource endowment and the characteristics of rural tourism development and market cognition,the rural tourism brand image of Maotian town is determined as "Kite flying fish jumping,Landscape Maotian".Maotian has unique resources to tap into the cultural resources such as the word-sparing stove and the Lau ancestral hall,and to develop cultural study tours with history and culture as the core To promote the natural resources such as the Shuifu Reservoir and the Tianmen Mountains,and to develop eco-tourism and fitness tours supplemented by leisure activities;The tourism souvenirs,such as local tea and stock fish,are flexibly used to develop the shopping experience tour,which is the carrier of the souvenirs. |
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