拜城县乡村旅游品牌建设研究

Research on Rural Tourism Brand Building in Baicheng County

近几年来国家加大对旅游业的重视,我国乡村旅游不断发展,休闲旅游也越来越受人们欢迎。全国各地都以乡村旅游为主体,发展起乡村观光、美食“农家乐”、农事体验、果园采摘、度假养生等旅游项目,人们对旅游体验的需求越高,市场竞争也越激烈。乡村旅游品牌竞争影响力不足、吸引力不够、定位模糊、品牌特色不鲜明、群众对品牌效力没有认可度等,都对乡村旅游发展起着重要影响。当前,面对拜城县乡村旅游发展情况,运用SWOT分析法分析,希望可发挥拜城县旅游优势构建乡村旅游品牌建设体系,并针对不足提出对策建议,用于提升拜城县乡村旅游经济现状。

In recent years,the country has increased its attention to tourism,China’s rural tourism continues to develop,leisure tourism is also more and more popular with people.All parts of the country are rural tourism as the main body,have developed rural sightseeing,gourmet farms,agricultural experience,orchard picking,vacation health and other tourism projects,due to people’s demand for tourism experience,the stronger the market competition,at this time rural tourism brand competition is insufficient,not enough,vague positioning,brand characteristics are not distinct,the masses do not have recognition of brand effectiveness,etc.,which play an important role in the development of rural tourism.At present,in the face of the development of rural tourism in Baicheng County,SWOT is used to analyze the advantages,give full play to the tourism advantages of Baicheng County to build a rural tourism brand building system,and put forward countermeasures and suggestions for deficiencies to enhance the economic development of rural tourism in Baicheng County.