Tourism Brand Design And Cultural Promotion Of The Ancient Village Of Shitang In Northern Guangdong From The Perspective Of The Rural Vitalization Strategy

The country launched the rural revitalization strategy to make strategic plans for the long-term development of the countryside from multiple levels and fields such as insisting on the priority development of agriculture and rural areas,establishing a sound mechanism for integrated development of urban and rural areas,promoting the modernization of rural governance system and governance capacity,and improving the overall development level of the countryside.Based on the development trend of rural revitalization strategy,this article discusses the brand design and cultural communication of ancient villages through literature research,field research and case study analysis,and takes the ancient village of Shitang in northern Guangdong as a case study for design practice.The article consists of five parts.The first chapter is the introduction,which discusses the purpose and significance of the brand design of Shitang ancient village in northern Guangdong,summarizes and analyzes the current situation and development trend of domestic and foreign research,and interprets the relevant concepts of ancient village tourism brand,brand communication and brand identification theory to provide theoretical guidance for the research of the thesis.The second chapter is the analysis of the content and application of the ancient village tourism brand design,which explains the main content of the brand identity system and how to apply it to the ancient village tourism brand design.The third chapter is a field research on the tourism brand of Shitang ancient village in northern Guangdong,analyzing the regional culture and historical resources of Shitang ancient village in northern Guangdong,as well as the current situation and problems of the tourism brand,proposing the positioning,methods and design principles of the tourism brand design of Shitang ancient village in northern Guangdong,and at the same time refining the visual symbols of Shitang ancient village in northern Guangdong to serve the design practice.Chapter 4 constructs a new idea of tourism brand design for Shitang Ancient Village in northern Guangdong through practical exploration,so as to better promote the tourism brand culture of Shitang Ancient Village in northern Guangdong.Finally,the thesis is summarized with the shortcomings and the prospect for the future.This paper conducts a study on the tourism brand design of Shitang ancient village in northern Guangdong under the background of rural revitalization strategy.On the premise of maintaining the ancient village to the greatest extent possible,it relies on the construction of tourism brand to expand people’s cognitive boundaries of the ancient village,lead the development of the ancient village to revive the ancient village culture,and at the same time carry out the living heritage of the ancient village,promote the sustainable development of the ancient village,and provide theoretical basis and practical reference for the tourism development and brand design of other ancient villages in China.