Research On The Brand Image Design Of Rural Tourism

With the proposal of rural revitalization strategy,more and more people pay attention to rural development.Rural tourism is conducive to optimizing the rural industrial structure and promoting the complementary development of primary,secondary and tertiary industries.It will vigorously promote rural economic and social development,which is of great significance to rural revitalization.In recent years,although rural tourism in China has developed rapidly,there is still a problem of unbalanced development in general,the cultural tourism industry is still generally in its infancy and the problem of tourism brand homogeneity is serious.How to build a rural tourism brand,how to combine its natural and cultural endowment to shape its characteristics as well as how to enhance its competitiveness is becoming a topic that needs our consideration.The accurate positioning and design of rural tourism brand image is an important link to establish a distinctive brand image and create rural tourism brand advantages,which helps to solve the homogenization phenomenon of rural tourism brands.At the same time,a distinctive rural tourism brand image is also conducive to the long-term development of rural tourism brands,thereby promoting the sustainable development of rural tourism and rural revitalization.Therefore,a reasonable brand image positioning and design of rural tourism plays an important role in the current economic and social development of rural areas.This study focuses on the design of rural tourism brand image based on positioning.Firstly,by reviewing the content of rural tourism,rural tourism brand image design,and the positioning theory of tourism brand image design,as well as the current research status at home and abroad,to lay a research foundation;Secondly,by exploring the content of rural tourism brand image design,rural tourism brand image design positioning theory,and rural tourism brand image design methods based on positioning theory,the theoretical framework of rural tourism brand image design is sorted out.The content of rural tourism brand image design includes concept recognition system,behavior recognition system,visual recognition system,and communication and marketing system design.The concept recognition system design is the most core part of brand image design,and the visual recognition system design is the most important and significant part of brand image design;The positioning theory of rural tourism brand image design is guided by the "three in one" methodology;The design methods for rural tourism brand image include research,location finding,location selection,and implementation.Finally,this study takes the traditional Chinese village of Beiqian Village as an example to practice the design of rural tourism brand image,and applies the "three pronged" methodology proposed in the previous section.The author combines the issues of unclear positioning and incomplete brand image design of the tourism brand image of Beiqian,and conducts on-site research to search for the positioning of Beiqian’s tourism brand image by consulting the Fujian Statistical Yearbook and data released by the Ningde Municipal Bureau of Culture and Tourism;Conduct on-site research on Beiqian Village and surrounding villages of the same type,analyze the village characteristics of Beiqian Village compared to surrounding villages of the same type,and select the tourism brand image of Beiqian Village;Finally,a comprehensive analysis was conducted to position the tourism brand image of Beiqian,and a series of tourism brand image designs were carried out,forming a more accurate brand image design plan for Beiqian.