乡村振兴背景下乡村旅游品牌化建设展望

党的十九大报告将产业兴旺、生态宜居、乡风文明、治理有效、生活富裕作为乡村振兴总要求。在对部分具有代表性的乡村旅游品牌调研的基础上,结合乡村振兴战略的这一背景,从乡村旅游品牌定位、品牌打造、品牌营销和品牌保障四个方面构建乡村旅游品牌化建设体系,对目前乡村旅游建设现存问题进行分析,并提出乡村旅游品牌化建设提升战略及展望,以期为国内乡村旅游品牌化建设提供借鉴。

Prospects for Rural Tourism Brand Building under the Background of Rural Revitalization

The report of the 19th National Congress of the Communist Party of China has made the industry prosperous, ecologically livable, civilized, effective, and affluent as the general requirements for rural revitalization. Based on the survey of some representative rural tourism brands, combined with the background of rural revitalization strategy, the rural tourism branding system is constructed from four aspects: rural tourism brand positioning, brand building, brand marketing and brand protection. At present, the existing problems of rural tourism construction are analyzed, and the promotion strategy and prospect of rural tourism branding construction are put forward, in order to provide reference for domestic rural tourism branding construction.