The Research Of Ruian Rural Tourism Brand Construction

More and more people like in our country because of the deterioration of the urban environment and Increasing pressure of urban population. China is rich in rural tourism resources, so competition is fierce among vacation destination. To be invincible in the fierce competition, we need to create a unique tourism brand.Based on reading literature materials, this paper studied the rural tourism destination brand construction of Rui’an area. The main points of this thesis are as follows.The first chapter:describes the purpose and significance of the study and related research at home and abroad, and describes the content, innovation and research methods of this study.The second chapter:summarizes the knowledge about rural tourism brand building. Firstly, it summarizes the characters of rural tourism destination, mostly including: rusticity of tourism resources, natural tourism environment, leisure travel experience, and integration of tourism results and so on. Lastly, it analyses development status about rural tourism destination and summarizes the main problems.The third chapter:according to "Ruian Rural Tourism Development Plan", analysis rural tourism brand constructing of Rui’an. The advantageous resources of Ruian’s rural tourism are natural waters and idyllic scenery and verified. Analysis competitive relationship between Ruian City and surrounding cities, and found Resource Features of Rui’an are history and business cultureThe fourth chapter:analysis Rui’an Rural Tourism objects, tourists demand and tourist market and targets the rural tourism market.Tourists objects are urban dwellers. Recent tourists from Wenzhou, Hangzhou, Ningbo, Fuzhou, Shanghai, Ruian city who are located near Rui’an. Forward tourist market from overseas and other provinces outside Zhejiang. Featured purpose is to relieve stress and his family.The fifth chapter:constructs Ruian rural tourism brand system in brand positioning, brand building and brand marketing.Proposed a "family" brand System. Use brand names, logos, slogansto build rural tourism brand, use Festival activities, media campaigns to propagatet brand.The sixth chapter:for lack of rural tourism brand constructing of Rui’an, out forward some suggestions, including:improveing tourist accommodation facilities, improveing the tourism catering services, improveing the tourism traffic system, improveing the scenic services, enhanceing the level of service shopping, Government-led development and security mechanismThe last chapter:concludes and gives suggestion the future study.