乡村振兴战略背景下乡村节庆旅游品牌化发展研究
Research on the development of rural festival tourism branding under the background of rural revitalization strategy
刘玉巧1
作者信息
- 1. 重庆财经职业学院 商务文旅学院,重庆 402160
- 折叠
摘要
乡村节庆旅游品牌化有助于提升旅游目的地的品牌形象,促进地方经济和社会的发展.立足乡村节庆旅游品牌化发展,既是应对同质化竞争、满足文化传承需求的需要,也是增强文化自信的需要.在梳理总结乡村节庆旅游品牌化内涵的基础上,分析了乡村节庆旅游在品牌化过程中面临的挑战,包括品牌特色、传播力度、营销策略和长期发展规划.随后,提出了基于乡村振兴战略背景的乡村节庆旅游品牌化发展的具体举措,包括提炼独特品牌特色、增强品牌传播力度、实施精准营销策略、促进品牌持续深化等措施.
Abstract
Branding of rural festival tourism helps to enhance the brand image of the destination and promote the development of the local economy and community.Based on the development of rural festival tourism branding,it is not only the need to cope with homogeneous competition and meet the needs of cultural heritage but also the need to enhance cultural confidence.Based on combing and summarizing the connotation of rural festival tourism branding,the challenges faced by rural festival tourism in the branding process are analyzed,including brand characteristics,communication efforts,marketing strategies and long-term development planning.Subsequently,specific measures for the development of rural festival tourism branding are proposed based on the background of the rural revitalization strategy,including refining unique brand features,enhancing brand communication efforts,implementing precise marketing strategies and promoting the continuous deepening of the brand.
关键词
乡村振兴/乡村节庆/乡村节庆旅游/节庆品牌化/可持续发展Key words
rural revitalization/rural festivals/rural festival tourism/festival branding/sustainable development引用本文复制引用
出版年
2024
NETL
NSTL
万方数据