随着旅游业的快速发展,特别是近几年,我国旅游者的旅游内容已从观光向度假休

闲游转变,尤其是带薪休假制度的实行,使越来越多的旅游者以乡村作为其旅游目的地,

并逐渐成为一种普遍的旅游业态。乡村旅游业的蓬勃发展,游客层次的不断扩大,现已

成为我国旅游业的又一亮点。

乡村旅游的迅速发展,旅游消费的市场需求也随之变化,其竞争也越发激烈,旅游

地品牌的已逐渐成为竞争的焦点。那么,如何更好的适应旅游市场新的形势,赢得更多

的游客,提升品牌竞争力,将给旅游地的管理和经营水平提出了新的要求,如何最大程

度的利用其资源优势打造特色的乡村旅游品牌就显的尤为重要。

本文通过查阅大量的相关文献资料、实地调研以及对比分析,针对陕西礼泉“袁家

村”——关中印象体验地这一研究对象在品牌建设中存在的问题进行研究,从发掘乡村

旅游特色文化、加强基础设施建设、旅游地宣传推广、提升旅游服务水平等关键性问题

提出了乡村旅游品牌形象全面提升策略,希望推动当地乡村旅游的发展提供一些参考。

【关键词】乡村旅游品牌品牌建设

【研究类型】应用研究

Title: Shaanxi Liquan yuanjiacun rural tourism brand

Building research

Specialty: Business Administration

Signature: “
Name: Yang Liu

Tang Liang
Signature:

Abstract

With the rapid development of tourism, especially in recent years, the

demands of China's tourist has shift from sightseeing tourism to leisure holidays.

With the implementations of paid leave system, more and more tourists choose

villages as their tour destination and it has become a type of popular holiday

format. The development of rural tourism, consumer groups to expand, rural

tourism has become a new bright spot in China's tourism industry.

Increasingly fierce competition has arisen with the rapid development of

rural tourism and the constantly renewed and diversification of consumer

tourism demands. Tourism brand has gradually become the focus of competition.

So how can we better adapt to this new tourism market and enhance the features

to win more tourist and to rise the brand competitiveness These are require for

raising the standards of management and operational quality the tourism sites,

more importantly, maximizing the use of resources to create an unique tourism

brand.

This review here is a comprehensive studies of literature analysis and using

comparative analysis methods and other related methods for the studies of

Shaanxi Liquan yuanjiacun. This is the study of various issues in encountered

in branding for the particular subject here : from exploring the cultural

characteristics of rural tourism, to strengthening of infrastructure developments,

marketing and promoting it as a tourism destination, raising the level of tourism

services and factors in promoting the rural tourism brand images.

Abstract

In hoping to provide references to promote the development of local rural

tourism industry.

【Key Words】 RiiralToorism %ands BrandBuilda^

【Research Type] Applied Research