I 摘要 近年来，我国乡村旅游在举国实施乡村振兴战略背景的刺激下得到了快速的 发展，成为了乡村振兴的重要引擎之一，对促进经济社会发展起到了重要作用。 目前我国各地乡村旅游竞争进一步加剧，但是乡村旅游品牌建设的发展水平却普 遍不高，乡村旅游产品同质化严重，品牌化建设水平低，难以满足人民群众日益 增长的优质乡村旅游品牌消费需要。本文选取肇庆市H县为实际研究对象，在借 鉴前人关于乡村旅游品牌建设研究成果和其他地区乡村旅游品牌建设经验的基础 上，通过走访调查、访谈，收集整理H县乡村旅游品牌建设的基础数据资料，综 合运用文献分析法、实地调查研究法和SWOT分析法等研究方法，找出H县乡村 旅游品牌建设面临的存在问题和困难，并根据实地调查和现存资料的相关情况， 分析研究H县乡村旅游品牌建设状况，针对性提出H县乡村旅游品牌建设的方法 策略，形成对H县乡村旅游品牌建设的研究结论。本文研究成果在某一层面上是 对H县推动发展乡村旅游品牌建设的一种创新尝试，为H县乡村旅游品牌建设和 构建品牌体系提供一些参考。 关键词：乡村振兴；乡村旅游；品牌建设； 广东工业大学硕士学位论文 II ABSTRACT In our country, rural tourism has been rapid development in recent years, especially in the current national promotion of the implementation of rural revitalization strategy, rural tourism has become one of the important engines of rural revitalization, to promote economic and social development is of great significance. At present, the competition of rural tourism in various parts of China is further intensified, but the development level of rural tourism brand construction is generally not high, the homogenization of rural tourism products is serious, the level of brand construction is low, it is difficult to meet the people's growing rural tourism consumption needs. This paper selects Zhaoqing City H County as the actual research object, in the reference to the previous research results on rural tourism brand construction and other areas of rural tourism brand construction experience, through visits to investigate, interviews, collect and organize the basic data of H County rural tourism brand construction, comprehensive use of literature analysis, field investigation research methods and SWOT analysis, to find out the problems and difficulties faced by the construction of rural tourism brand in H County. According to the relevant information, analysis and study of the construction of H County rural tourism brand, targeted the Introduction of H County rural tourism brand building methods, forming the conclusion of the H County rural tourism brand construction. The research results of this paper are an innovative attempt to promote the development of rural tourism brand construction in H County on a certain level, and provide some reference for the construction and construction of brand system of rural tourism brand in H County. Keywords： rural revitalization; rural tourism；brand construction 目录 III 目录 摘要 .................................................................. I ABSTRACT ................................................................................................................... II 目录 ................................................................ III CONTENTS ................................................................................................................. VI 第一章 绪论........................................................... 1 1.1 研究背景 ..........................................................................................................1 1.2研究意义 ...........................................................................................................2 1.2.1 理论意义 ................................................................................................2 1.2.2现实意义 .................................................................................................2 1.3 研究内容与方法...............................................................................................3 1.3.1研究内容 .................................................................................................3 1.3.2研究方法 .................................................................................................3 1.4技术路线 ...........................................................................................................5 第二章 文献综述及相关概念和理论 ...................................... 6 2.1 文献综述 ..........................................................................................................6 2.1.1 国外研究文献综述 .................................................................................6 2.1.2 国内研究文献综述 .................................................................................7 2.2相关概念 ...........................................................................................................8 2.2.1 乡村振兴战略 .........................................................................................8 2.2.2 乡村旅游 ................................................................................................8 2.2.3 品牌建设 ................................................................................................8 2.2.4 乡村旅游品牌建设 .................................................................................9 2.3 相关理论 ..........................................................................................................9 2.3.1 乡村振兴战略理论 .................................................................................9 2.3.2 品牌理论 ................................................................................................9 2.3.3 旅游吸引力理论 ................................................................................... 10 第三章 H县乡村旅游品牌建设发展现状及分析 ........................... 11 3.1 H县乡村旅游品牌建设资源条件概况 .......................................................... 12 3.2 H县乡村旅游品牌建设基础设施概况 .......................................................... 15 广东工业大学硕士学位论文 IV 3.3 H县乡村旅游品牌建设现状 .......................................................................... 17 3.4 H县乡村旅游发展及品牌建设存在问题分析 ............................................... 20 3.4.1 H县乡村旅游发展存在问题分析 ........................................................ 20 3.4.2 H县乡村旅游品牌建设存在问题分析 ................................................ 22 第四章H县乡村旅游品牌建设SWOT分析 ................................. 26 4.1优势分析 ......................................................................................................... 26 4.1.1 区位优势明显 ....................................................................................... 26 4.1.2 交通优势较好 ....................................................................................... 26 4.1.3 资源优势突出 ....................................................................................... 26 4.1.4 口碑优势突出 ....................................................................................... 27 4.2 劣势分析 ........................................................................................................ 27 4.2.1 乡村旅游规划管理较落后 ................................................................... 27 4.2.2 乡村旅游品牌缺乏竞争力 ................................................................... 28 4.2.3 乡村旅游配套设施落后 ....................................................................... 28 4.3 机遇分析 ........................................................................................................ 28 4.3.1 政策机遇较强 ....................................................................................... 28 4.3.2 市场机遇明显 ....................................................................................... 29 4.3.3 经济条件保障 ....................................................................................... 29 4.3.4 客源优势深厚 ....................................................................................... 29 4.4 挑战分析 ........................................................................