Study on Brand Building of Rural Tourism Destination from the Perspective of Rural Revitalization Strategy
Jun-Yao LI, Fei XU, Fei-Ya YU, Rong-Hua ZHOU
Since the Third Plenary Session of the Eighteenth Central Committee of the Communist Party of China put forward the construction and reform of new countryside, the development of rural tourism in China has been accelerating. At the same time, more and more operators encounter the "bottleneck" of rural tourism development. Under such a realistic predicament, rural tourism operators gradually realize the importance of brand building. But in most parts of the country, the system of rural tourism brand building are not yet mature.
At present, with the deepening of the country’s rural reform, the construction of rural brand in China has also attracted the attention of operators, but there is still a lack of in-depth study on the media and channels of brand communication in rural tourism, and there is no particularly complete and mature theory to guide the construction of rural brand. At this stage, there are few practical studies on rural brand building, which makes the overall level of rural brand building is not so well.
With the development of “new countryside” construction and “beautiful countryside”, there are a number of successful rural brand management models in the current rural brand construction in China, and their demonstration role is very significant. For example, Agricultural Sciences Village, the birthplace of China's rural farmhouse, relies on the resources of flowers, trees and bonsai to establish “the town of flowers and trees” and “the town of bonsai” brand, which was awarded 4A-level honor by the National Tourism Administration. After that, other rural tourism destinations have followed the example of the model of “the Agricultural Sciences Village” build regional brand. At the same time, it should be noted that the successful experience of brand building of rural tourism cannot be copied rigidly, and needs to be tailored to local conditions.
Although the country attaches great importance to the construction of rural tourism in recent years, it is undeniable that the awareness of rural brand building in most areas is very weak. For the grass-roots leaders, they often have a good vision of building the countryside and hope to build the countryside into a well-known brand. But in the actual construction, they often deviate from the original brand planning and cannot effectively carry out the shaping and dissemination of rural brands.
A genuine rural tourism brand should have its own unique and distinct brand concept as its support. However, many villages blindly follow the trend, do not have their own clear construction ideas and plans, blindly follow other rural tourism brand building methods, and do not carry out market analysis and resource research. Even if such rural areas have their own concept of building rural tourism brand, it is difficult to leave a deep brand impression on the public.
At present, the construction of rural brand in our country stays at the level of construction, and many areas do not pay enough attention to the late maintenance, crisis management and product development of rural brand. Most of our country's rural tourist destinations have not established a special organization of rural brand management, and lack of professional personnel of brand strategy management.
Whether the brand of rural tourism can win the hearts of the people, marketing propaganda is the key. At present, most of the communication of rural tourism brand is fixed mode, such as rural characteristic industry, rural characteristic landscape and rural characteristic history and culture. If rural tourism destination directly adopts fixed mode without market analysis and precise marketing, it cannot impress tourists deeply and cannot achieve the goal.
Industrial prosperity is an important basis for rural revitalization, and brand building can become an important entry point and breakthrough point for rural “industrial prosperity”. Rural tourism destination can form characteristic industry and build industry brand by digging local natural resources and culture resources. On the basis of resource analysis, brand building can be deeply integrated into the primary industry, the secondary industry and the tertiary industry. So that we can form agricultural brand, agricultural product brand and rural tourism brand. Finally, the overall industrial development of rural tourism destinations will be achieved, and Rural Revitalization will be promoted through industrial prosperity. At the same time, by creating “industrial brand”, rural tourism destination can also solve the problem of lack of characteristics.
Taking Agricultural Science Village as an example, Agricultural Science Village has deeply excavated natural resources such as flowers, bonsai and Yangxiong's culture, created brand such as “Village of Flowers and Woods”, “Hometown of Bonsai in China” and “Hometown of Yangxiong”. In April 2006, Agricultural Science Village was awarded the honor of “Hometown of farmhouse in China”.
Ecological livability is the key to rural revitalization. Jinping Xi put forward that “green water and green hills are gold mountain and silver mountain”, and emphasized the importance of ecological environment protection many times. Therefore, rural tourist destinations should also pay attention to ecological brand building. In the construction of ecological brand, rural tourism sites should pay attention to the greening of agricultural production, the prevention and control of pollutants and the construction of rural local atmosphere. Rural tourism area should commit to creating a unique local humanistic environment and beautiful rural natural environment, achieving “ecological livability” in many ways.
Rural culture is an important part of Rural Revitalization, which
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