Research On Brand Marketing Strategy Of Rural Tourism Festival Events In Wuling Mountain Area Of Hunan Province

As one of the fourteen contiguous destitute areas,the Wuling Mountain Area of Hunan Province has received great attention and attention from all walks of life.In recent years,the Hunan Wuling Mountain Area has actively responded to the national call for precision poverty alleviation and has attached importance to the development of rural tourism.Strengthening the research on brand marketing strategies for rural tourism festival activities in Wuling Mountain Area of Hunan Province,on the one hand,comprehensively displays the overall situation of the festival activities in the Wuling Mountain Area of Hunan,and provides development insights from a theoretical perspective;the more important aspect is the Wuling Mountain Area of Hunan Province.The brand marketing of event events provides some new ideas,gives some strong suggestions or opinions,further strengthens the dynamics of the festival activities in rural tourism,and attracts more tourists to experience the charm of festival culture.Through the study of rural tourism festival activities,it is found that although there is a certain amount of investment,the overall development is relatively slow.The analysis found that the reasons are various,the overall image of rural tourism is blurred,the positioning of the event brand is not clear,the development of the event tourism product is relatively single,the brand is disorderly,the management is extensive,the service level is low,and the operation is not scientific enough.Marketing communication is still in a preliminary state.There is a lack or imperfection of supporting tourism facilities such as food,accommodation,transportation,travel,shopping,and entertainment.The corresponding tourism products are not mature.Many festival activities simply stay in the state of “spending money ”,but a short-lived,lack-effective demonstration does not really bring real benefits to the local rural tourism industry.This article is based on the status quo of brand marketing of event activities in the Wuling Mountain Area of Hunan Province.It comprehensively analyzes the status quo of brand marketing of event events and proposes brand marketing strategies on a targeted basis to creatively improve the brand marketing quality of rural tourism events.The development of rural tourism festival activities can provide ideas that can be used for reference.Firstly,the article firstly combs the festival activities in each region of Wuling Mountain Area in Hunan to analyze the current brand marketing status of the event.Through field research and interviews,we found out the problems that emerged from the festival activities,and from the analysis of surface phenomena,we further digged into the root causes of the problems in the marketing of the festival brands,summarizing the following aspects: planning,content,characteristics,and dissemination Some problems in marketing,innovation,and effectiveness are mainly reflected in the lack of rational planning,and they are caught in the trouble of buying and selling.Blindly making festivals and making festivals,activities tend to be homogenized.Inadequate product features,poor regional culture injection.The marketing system is incomplete and brand building has limited effectiveness.The industrial linkage is weak and the brand driving effect is not good.Insufficient innovation in the event,brand appeal is not significant.Finally,we propose a brand marketing strategy to perfect and optimize the festival activities in Hunan Wuling Mountain Area.