SXC Village Tourism Destination Brand Building Research

Rural tourism is an important part of tourism industry in our country because of its vast market demand and development momentum. In recent years, since the rapid development of rural tourism and many benefits it brings, rural tourism has been the attention of social from all walks of life and value. However, as the large area of rural tourism developed, competition between destinations is going more intense. So if you want to stand out in so many rural tourism destinations, brand construction is particularly important.As the Suzhou-Wuxi-Changzhou area in Jiangsu province has developed economy, convenient transportation, vast rural area, the development of rural tourism has a unique advantage. It plays an important role in highlighting around the resources characteristics, improving brand awareness and appeal, and promoting the construction of rural areas and the sustainable development of rural tourism through studying of its rural tourism destination brand construction.Based on reading literature materials, this paper studied the rural tourism destination brand construction of Suzhou-Wuxi-Changzhou area, and taking Jiang Xiang village in Changshu as an example to carry on the empirical research. The rural tourism destination brand construction of Jiang Xiang village ranked medium level in Suzhou-Wuxi-Changzhou area, so analysis and research on it can promote the better development of local tourism, provide more realistic reference for other areas to develop rural tourism, more conducive to raising the level of the rural tourism development in the whole Suzhou-Wuxi-Changzhou area. Full text is as follows:The first and second chapter is the theoretical foundation of the article. Analyzed the research background and significance of thesis, tidied up the tourism destination brand at home and abroad, the research situation of the rural tourism brand, elaborated the rural tourism destination brand construction involves the related concepts and basic theory.Chapter3summarized the content of the research for rural tourism destination brand construction. By studying relevant brand construction of the literature, the article determines four aspects of the research content contained brand positioning, brand recognition, brand communication and brand management, and elaborated the four aspects respectively. In Chapter4, this paper firstly summarized the present situation and existing problems of rural tourism development in Suzhou-Wuxi-Changzhou area. For the phenomenon of unbalanced development, big gap between the rural tourism brand construction in this area. In order to put forward relevant brand construction, the article selected the first batch of national agricultural tourism demonstration site in Suzhou-Wuxi-Changzhou area and the first four-star rural tourist area in Jiangsu province (or points) as the key research objects, analyses their brand construction.Chapter5takes Jiang Xiang village in Changshu as an example to carry on the questionnaire survey of its brand construction effect, and carry on the descriptive statistical analysis to the questionnaire result, summarize the brand construction situation of Jiang Xiang village. And according to the success and relative deficiency of brand construction, putted forward the corresponding brand construction countermeasures.Chapter6is the summary and prospect of the article.