陕西省乡村旅游品牌化发展研究

Research on Branding Development of Rural Tourism Destinations in Shaanxi Province

在对乡村旅游品牌化内涵进行界定的基础上,分析了陕西省乡村旅游品牌化发展的现状,发现品牌意识淡漠、品牌规划缺失、品牌定位不准、营销手段单一等是其发展过程中存在的突出问题。遵循品牌定位的原则与思路,提出陕西省域层面的品牌化发展应定位于“三秦乡村游——三秦人家”;可创建“关中乡愁”“秦巴山水”“黄土风情”三大区域品牌;结合地理区位、乡村旅游资源特色与发展实际,确立了11个市级行政单元的品牌定位;认为特色旅游小镇、田园综合体、现代农业庄园、美丽乡村建设以及乡村旅游精准扶贫是品牌化定位落地可选的具体路径;提出各地乡村旅游品牌化必须从观念提升、科学定位、规划引领、营销宣传、品牌管理、要素投入、人才建设等多方面协同发展。

On the basis of defining the connotation of rural tourism branding,this paper systematically analyzes the current situation of branding development of rural tourism destination in Shaanxi province,and finds that indifferent brand awareness,lack of brand planning,inaccurate brand positioning and single marketing means are the prominent problems in the development process.According to the general principles and ideas of brand positioning,it is suggested that branding development at the level of Shaanxi province should position on"Rural Tourism in Sanqin or Sanqin Family,create three great regional brands such as"Guanzhong Homesickness","Qinba Mountains and Water",and"Loess Style".Meanwhile,combined with geographical location,characteristics of rural tourism resources,and actual development status,the branding positions of 11 municipal administrative units have been established.It is also considered that the specific paths for brand positioning are characteristic tourism towns,pastoral complexes,modern agricultural manors,beautiful rural construction and precise poverty alleviation of rural tourism.Finally,it is pointed out that the branding of rural tourism in all regions must be promoted from the aspects of concept promotion,scientific positioning,planning guidance,marketing and publicity,brand management,factor investment,talent construction and so on.