Application Of Situational Theory In Agricultural Tourism Brand Design

Under the background of the gradual maturity of the agro-tourism industry and the intensification of intra-industry competition,the importance of building a distinct agri-tourism brand image has become more prominent.China’s agricultural tourism industry started late and is still in the initial stage of development;due to the neglect of brand design,the process of agricultural tourism branding has developed slowly.At present,the situational approach is a new design method used in various types of design,and the use of the situational approach as the entry point of brand design can build a new brand design model and create a differentiated brand image of agricultural tourism.This project comes from the Yunchuan Farm Project in Chongzhou City,Sichuan Province,which aims to create farm parent-child tours,Special Research Subject,literary and artistic leisure tours and other services for target customers.The paper focuses on establishing the relationship between context and brand design,mainly through the literature research method to sort out the situational method,to provide theoretical support for the subsequent application of brand design,through the field research method,questionnaire and interview research method,case analysis method of Yunchuan Farm field research,to provide real data support for this paper.Through the investigation,the development positioning and user characteristics of Yunchuan Farm were studied,the main user cognitive characteristics were analyzed and the user portraits were drawn,and the situation design process of Yunchuan Farm was constructed;combined with the Situation Questionnaire and The Situation Route Design of Yunchuan Farm,it provided design direction for the brand visual image and built the extension of information products and brand applications.It is conducive to solving the problem of brand homogenization faced by farms,enhancing the popularity and project competitiveness of Yunchuan Farm,and achieving operational improvement effects.The innovation of this paper lies in the application of situation theory to the design of agricultural tourism brands,distinguishing Yunchuan Farm from ordinary leisure parent-child farms,and creating a differentiated brand.The disadvantage is that the survey of parents in the process of parent-child user research is relatively lacking.