丽江乡村民宿品牌宣传策略研究

Research on the Brand Publicity Strategy of Lijiang Rural Home Stay

乡村旅游、近郊旅行成为当下热门,同时交通的发达也促使年轻人不再为距离而担忧。因为国力的崛起和收入水平的升高,人们就更加在乎旅行体验,而民宿作为乡村旅游中最重要的组成部分,已在各大旅游城市初具规模。民宿具备的先天环境优势和独特的文化底蕴,也成为了文化传播的重要表现形式。丽江先天的自然环境和民俗文化因为被很多文化者所推崇之后,成为热门旅行城市,乡村民宿也就拔地而起,为当地的产业融合发展、民众收入、区域致富、分散农村多余劳动力等等提供了重要解决方式。但乡村民宿因为地域和受教育程度不同,导致乡村民宿良莠不齐,大大影响了乡村民宿的发展。基于此,本文就此问题进行调查走访,为丽江乡村民宿更好的发展,提供有效的建议。

Rural tourism and suburban travel have become a hot topic, and the development of transportation also encourages young people to no longer worry about distance.Because of the rise of national strength and the rise of income level, people care more about travel experience, and homestay, as the most important part of rural tourism, has begun to take shape in major tourist cities.The congenital environmental advantages and unique cultural deposits have also become an important form of cultural communication.After the innate natural environment and folk culture of Lijiang were praised by many intellectuals, it became a popular travel city, and rural homestays also emerged, providing an important solution for the integrated development of local industries, people’s income, regional wealth, and scattered rural surplus labor force.However, due to the different regions and education level of rural homestay, the good and bad of rural homestay are uneven, which greatly affects the development of rural homestay.Based on this, this paper conducts an investigation and visit on this issue to provide effective suggestions for the better development of rural homestay in Lijiang.