National Ecological Culture Tourism Brandconstruction Research In Xiangxi

When coming into21st Century, The international and domestic tourismsituation and tourism pattern changed a lot on the background of global economicintegration. Ecological tourism and cultural ecological tourism gradually come intopeople’s perspective,becoming the new trend of development of tourism, at the sametime, tourism industry competition is no longer about tourist resources and touristnature, but about tourism brand and tourism specific. West hunan, as an importanttourism window.Tourism economy, which is a powerful impetus to the west’seconomic and social development, has become the "biggest way" of western hunanindustry. Studing travel industry with national cultural ecological, the new issues inrecent years,is an important opportunity to Explore new tourism manner,to Innovatetourism industry development model and to Construct the west hunan nationalcultural ecological tourism brand.Xiangxi, as tujia and miao ethnic enclaves,itsprimitive simplicity unique folk customs, the unique ancient city building, thefull-bodied deep national culture and a variety of folk art form, creats a goodfoundation for west development characteristic national culture ecological tourism.In this article, first of all, the author expound the concepts and theories related tothe national culture of eco-tourism on the basis of summarizing the results of previousstudies; Second,analysis the principle of national cultural and ecological tourismbrand building; Third, investigate National Culture in eco-tourism industrydevelopment status, Build National Culture in eco-tourism brand evaluation indexsystem and evaluate National Culture in eco-tourism brand construction of the statusComprehensively by means of SWOT analysis of the National Culture in eco-tourismbrand;At last, put forward Suggestions and countermeasures about promotingnational culture and eco-tourism industry in western Hunan brand building anddevelopment.Innovation in this article:1.Few people research about National culture ofeco-tourism brand, it is worth mentioning that the author combine National culture,eco-tourism and tourism destination brand together to Study the eco-tourism ofNational Culture in the brand building2. Construct National Culture in eco-tourism brand competitiveness evaluationindex system by means of SWOT analysis of the National Culture in eco-tourismbrand. Empower Qualitative and quantitative data integrated by Analytic Hierarchy Process, assessment the current development situation and the score of the NationalCulture in eco-tourism overall based on the fuzzy comprehensive evaluationmethod,to Analysis the challenges faced about National Culture in eco-tourism themain problems and put forward issues about Construction of National Culture ineco-tourism brand. The reseach could not only enrich national culture theory ofeco-tourism,but also could be an important issue in National culture of eco-tourismresearch areas,which has important significance onTheory and in Practice...