The Research On Tourism Brand Life Cycle Of Wuyuan Huangling Shaiqiu

Rural tourism has become an important engine of rural economic development.The development of rural tourism can not only improve the income level of farmers,but also improve the rural ecological environment and living conditions.The development of rural tourism plays an important role in promoting rural revitalization and poverty alleviation.In the 1990 s,Wuyuan took "the most beautiful countryside in China" as the theme,and made a unique tourism brand.Rural tourism has become an important pillar of Wuyuan's economic development.Huangling is a typical example of Wuyuan rural tourism development,and as one of the most important tourism brands,Huangling Shaiqiu is the core element of Huangling to attract tourists.This paper studies the tourism brand life cycle of Huangling Shaiqiu,which is helpful to the sustainable development of Huangling rural tourism and the rural revitalization and poverty alleviation.First of all,this paper collects the number of tourists received by Huangling over the years,and then grabs comments about of Huangling Shaiqiu on the main OTA platforms in China through self-made programs.Using grounded theory and method,combined with the indicators such as tourist reception,network heat,etc.,it analyzes the life cycle characteristics,driving factors of life cycle evolution and life cycle evolution mechanism of Huangling Shaiqiu tourism brand Then,it constructs the evolution mechanism model of Huangling Shaiqiu tourism brand life cycle.At last,it is found that the life cycle of Huangling Shaiqiu tourism brand has gone through the introduction period(2009-2013)and growth period(2014-2017),and now it has entered the mature stage(2018 to now).There are three main driving factors of life cycle evolution: market demand factor,overall factor of scenic spot and product factor of Shaiqiu.Among them,the market demand factor includes two sub factors:tourists' satisfaction and tourists' negative experience;the overall factor includes two sub factors: Scenic facilities and services,scenic environment and style;the product factor includes two sub factors: the landscape characteristics and brand marketing.The interaction of these factors promotes the evolution of the life cycle of Huangling Shaiqiu tourism brand.Finally,this paper puts forward some countermeasures for the development of Huangling Shaiqiu tourism brand.