"Miniature Landscape Of Local Culture" Created By B & B Brand Model Research

The arrival of the new media era has accelerated the transformation and upgrading of China’s cultural tourism industry.The continuous development of cultural resources has stimulated the cultural needs of consumers at a higher level of spiritual level.At present,the hot home stay tourism has become an important scene carrying local culture and humanistic feelings,and it is also an important way to experience local characteristic culture.However,the current blowout growth in the number of B & B and the homogeneous development of B & B brands make the development of B & B brands fall into the problem of lack of richness.How to create a distinctive brand symbol on the basis of integrating local culture in a limited space has become an urgent problem to be solved.This thesis will take the research on brand value as the main theme,the theoretical research and Application Research of cultural landscape point of view as the important content,and take the construction of B & B brand as the important support,and use the research methods of literature research,qualitative analysis and in-depth interview to explore the value strategy of building B & B brand with the mode of "miniature landscape of local culture".Based on the theory of brand value,accurately locate the B & B brand by excavating the core of local culture,and then extract differentiated cultural symbols from the core culture for symbol presentation from the perspective of cultural landscape.At the same time,make use of the unique advantages of core culture to create cultural miniature landscape to immerse the audience.Under the joint action of brand positioning,symbol presentation and immersive experience,it promotes the audience’s emotional cognition and acceptance of B & B brand and local culture,so as to trigger the value resonance of the audience.It also makes an in-depth analysis of how the B & B brand excavates the local culture with characteristics in the local area,discusses how to present the cultural connotation through symbols,arouse the cultural memory of the audience together with characteristic services and activities,and further transform the cultural memory of the audience into the value resonance of the group,so as to summarize the universal strategy and path of building the B & B brand by the mode of "miniature landscape of local culture".This thesis discusses the problems and solutions in the development of B & B brand under the background of transformation and upgrading of culture and tourism industry in the era of mobile Internet.It points out the relationship among local culture,B & B brand and miniature landscape,that is,local culture is the core of B & B brand and miniature landscape.Refine and show the local cultural elements,so as to avoid the existing universal problems of B & B brand,such as style homogenization,presentation formalization,experience simplification and so on.In the research process,it is found that the pursuit of the audience is not only limited to the satisfaction of the material level,but also to the cultural connotation and spiritual level.The B &B brand absorbs the cultural connotation from the local culture and evokes the value resonance of the audience through symbol presentation and immersive experience.This model can find the general law of B & B brand construction and provide effective strategies for B & B brand builders.