Research On The Brand Image Design Of “Jiuzi Bay” Rural Tourism In Wuhu

On October 16,2022,General Secretary Xi Jinping pointed out the direction for promoting rural revitalization in the report of the 20 th National Congress of the Communist Party of China,stating that "we must adhere to the priority development of agriculture and rural areas and develop characteristic industries in rural areas" and "the most arduous and onerous task of building a socialist modernization country still lies in rural areas." With the comprehensive victory of poverty alleviation,the focus of "agriculture,rural areas,and farmers" work has historically shifted to promoting rural revitalization comprehensively.Solidly promoting the effective connection between consolidating and expanding the achievements of poverty alleviation and rural revitalization is directly related to the realization of common prosperity and the second centenary goal,and it is related to the overall situation of building a socialist modernization country.With the development of urbanization and the growth of urban residents’ income in China,people’s demand for sightseeing,leisure,and tourism has been increasing.The countryside,with its beautiful natural scenery,excellent ecological environment,and rich cultural resources,can greatly satisfy the leisure and vacation needs of urban residents,and rural tourism has become an important choice for urban residents to travel.At present,the tourism development of some rural areas mainly relies on hardware facilities investment and natural environment to attract tourists.This practice is difficult to meet the constantly growing consumption needs of tourists and the sustainable development of rural areas.Therefore,the construction of rural tourism industry needs to break through this simple reliance on scattered and fragmented scenic facilities construction ideas and systematically create rural tourism brands to meet the growing diversified needs of tourists.Creating rural tourism brands requires in-depth exploration of unique cultural resources in rural areas,designing highly recognizable and unique brand image systems.The brand design should be both international and localized,creating modern visual symbols with local flavor.In addition,it is necessary to provide high-quality and unique tourism experiences,attract more tourists through interaction with visitors and continuous brand promotion,and achieve the popularity,reputation,and influence of rural brands.This research project validates the design of the tourism brand image of Jiuziwan Art and Creativity for Common Prosperity in Wuhu City as a case study.Firstly,the relevant theories of branding are reviewed to define the concept of rural branding.Secondly,the author conducts field research to analyze the cultural history,industry status,and local tourism development of Jiuziwan Art and Creativity for Common Prosperity,focusing on the formation process,Jiangnan farming culture,Jiuzi culture,and Dingfeng corporate culture,and delving into the local cultural resources and development concepts of Jiuziwan Art and Creativity for Common Prosperity.Thirdly,the SWOT analysis method is used to study the opportunities and challenges in the construction of the Jiuziwan Art and Creativity for Common Prosperity tourism brand,exploring the ideas of brand image construction from the perspectives of marketing and humanities,and determining the direction and path of Jiuziwan rural tourism brand image design.Finally,the research project completes the practical study of the series design of the Jiuziwan Art and Creativity for Common Prosperity rural tourism brand.Through the design practice of the tourism brand of Jiuziwan Art and Creativity for Common Prosperity in rural areas,this research proposes a method and path for rural tourism brand construction based on local cultural resources,the condensation of super symbols,and the creation of series products design based on super symbols.Through the actual application of some design achievements,good results have been achieved,demonstrating the personality of the Jiuziwan rural tourism brand.The research results of this project will provide useful references for the design of rural tourism brand image in China.