Study On The Rural Tourism’s Development And Shaping The Brand Image Under The Effect Of "Ningbo Confraternity" Local Brand

With the rapid development of economy the industrial cluster phenomenon is increasing obviously, "Local brand" was mentioned under such background. This is a relatively new field of study the content of this study includes many aspects. In general, the local brand is kind of characteristic and unique resource belongs to the local,which has great influence on the local political, economic, social, cultural and other aspects.Ningbo has a long history. Its tourism industry is on the upgrade.At present, it has formed four major tourism line,the historical and cultural line,the natural ecological line rural tourism line and urban leisure line. These main lines have close relationship with the "Ningbo confraternity" local brand. And the biggest problem of rural tourism in Ningbo is not entirely the use of the "Ningbo confraternity" value and influence, the original to rural tourism based on Fenghua Tengtou village has been unable to meet the needs of tourists further. From the angle of "Ningbo confraternity" local brand, the study analyzes the influence to the tourism industry in Ningbo and targets for the image shaping of the rural tourism in Ningbo according to the problems of Ningbo rural tourism at present. It’s a new way to explore the development of rural tourism in Ningbo‘The study is divided into six parts from the structure:The first part is the introduction, mainly introduces the research background and significance, research status,research methods and innovative ideas.The second part is the basic introduction of related theory, including the brand?local branding?tourism destination branding and some relevant theory, The third part analyzes the brand value and assessment of "Ningbo confraternity" local brand and its impact on tourism;The fourth part includes ”Ningbo confraternity1’ local brand’ impact to rural tourism development, overview about the development of Ningbo rural tourism and the existing problems in Ningbo rural tourism.The fifth part is based on the "Ningbo confraternity" local brand, putting forward the image shaping scheme of Ningbo rural tourism. The sixth part is the conclusion and deficiency‘...