In The Context Of Rural Revitalization,Service Design Intervenes In The Rebranding Practice Of Shangwangcun

The "Rural Revitalization Strategy" was put forward in the context of the continuous development of China’s economy and people’s new needs for a better life.Rural tourism is an important practice point of rural revitalization strategy,and the establishment and development of rural tourism brand will inject new vitality into China’s realization of rural revitalization goals.As a famous "farmhouse" professional village in Xi’an,Shangwang Village has many advantages for the in-depth development of rural tourism,but Shangwang Village is still facing problems such as declining brand competitiveness and backward rural tourism service system.The paper first explains the relevant background and purpose of practice,explores the significance of practice,and clarifies the idea through the combing and research of relevant theoretical achievements and practical cases at home and abroad.Secondly,a detailed analysis of the relevant concepts was made to provide theoretical feasibility for the service design concept to intervene in the rebranding practice of Shangwangcun.Through field investigation,immersive investigation,questionnaire survey and other research methods,we will deeply grasp the current situation of tourism brand development and service system in Shangwangcun.Sort out the tourism brand problems and service pain points in Shangwangcun,find design opportunities and establish a practice structure.Under the guidance of the service design concept,follow the service design process,use the service design tool to build the blueprint of Shangwangcun tourism service,and reshape the brand positioning and visual image of Shangwangcun tourism.Finally,the relevant practical achievements are evaluated and displayed.This practice creatively constructs a new path for service design to intervene in rural tourism brand reconstruction,which provides certain references for other rural tourism brand building in China.