Brand Image Design Of Rural Tourism In Shizishan Grape Valley,Luxi County

Rural tourism,as an important form of domestic tourism,has broad market prospects,with the gradual transformation of China's economic from export-oriented to domestic demand-driven,the diversified development of transportation,the gradual transformation of urban-rural dual structure to unified structure,the improvement of people's living standards and disposable income.Rural tourism takes the ecological environment and humanistic objects with rural charm as its attraction,and takes advantage of its resources,such as natural environment,natural landscape,cultural architectures,local customs,in order to promote its brand features and build brand image.Rural tourism has a positive impact on the following aspects: the transformation of living environment,narrowing the urban-rural gap,helping farmers to shake off poverty and achieve prosperity,implementing sustainable development,promoting rural economic development,accelerating agricultural transformation and upgrading,and starting the new trend of village economy,etc.It is an important breakthrough in the battle for rural revitalization.In recent years,the state has issued a series of policies and regulations which are benefit to the development of rural agriculture and rural tourism.Rural tourism will be paid more and more attention by the society.Rural tourism is facing with not only great opportunities for development,but also many problems at the same time.How to develop rural tourism,how to give full play to rural advantages,how to establish the brand image of rural tourism,how to promote the brand of rural tourism,etc.,are difficulties often involved and problems need to be solved in the development of rural tourism.In this research,the relevant policies of rural tourism in recent years in China are simply sorted out;the theoretical concepts of rural tourism and the origins of rural tourism at home and abroad are concisely expounded;the development background,current situation,mode and path of rural tourism are briefly described;the theory of brand identification,semiotics,visual morphology and brand image are studied and analyzed.On the basis of previous researches,the design elements,design principles and design methods of rural tourism brand image are discussed and studied by studying and summarizing relevant literatures and cases of rural tourism development.This paper verified the research content by taking the brand image construction of rural tourism of Grape Valley in Lion Mountain as an example.Through field investigation,the industrial development,resource status,humanities history and development issues of Grape Valley are analyzed.At the same time,its development is evaluated by means of SWOT analysis in order to establish the spiritual idea and image orientation of rural tourism of Grape Valley.The visual image of Grape Valley is designed mainly from the perspective of visual communication design and the intersection of multiple theories and multiple disciplines.The visual image design reflects the characteristics of rural tourism brand,and the design ideas and methods of rural tourism brand shaping is proposed.It is hoped that this research will provide some help and references for the brand image construction of rural tourism in China.