Research on Brand Image Design of Characteristic Agricultural Products under the Background of Rural Tourism
Under the background of rural tourism,the construction and development of characteristic agricultural products brand show new changes.This paper first analyzes the relationship between rural tourism and characteristic agricultural products brand.Secondly,this paper proposes to construct the brand image of featured agricultural products under the background of rural tourism through brand positioning,brand recognition,brand response,brand relationship and other dimensions.The brand excavates the characteristic connotation of agricultural products,relies on the tourism brand resources to publicize,enrichis consumers'online and offline travel experience,and initiates community interaction to make consumers perceive the value of the characteristic agricultural products brand.Finally,brand loyalty will be established to achieve sustainable brand development and help rural revitalization.
rural tourismcharacteristic agricultural productsbrand image designbrand community
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