乡村振兴战略下北京乡村旅游品牌化建设研究

Research on the Branding Construction of Beijing Rural Tourism under the Rural Revitalization Strategy

党的十九大提出实施乡村振兴战略,加快农业产业、生产和经营体系建设,促进农村一二三产业融合,用品牌带动北京乡村旅游发展,促动乡村经济提速。虽然北京乡村旅游市场强大,北京市政府积极开展旅游推荐活动,加速了乡村旅游发展。但更需要乡村旅游经营者抓住市场机会,建立有特色、有优势、有内涵的乡村旅游品牌。通过品牌建设做优做强乡村旅游,用品质赢得旅游者认可。在北京乡村旅游品牌化建设中还存在一定问题,结合北京乡村旅游发展现状,通过对乡村旅游者和经营者进行调查,分别从品牌意识、品牌定位、品牌内涵、品牌维护与推广4个方面提出了北京乡村旅游品牌化建设建议。

The Nineteenth National Congress of the Communist Party of China proposed to implement the strategy of rural revitalization,accelerate the construction of agricultural industry,production and operation systems,and promote the integration of rural first,second,and third industries.Use the brand to drive the development of rural tourism in Beijing and promote the acceleration of the rural economy.Although Beijing’s rural tourism market is strong,the Beijing Municipal Government has actively carried out tourism recommendation activities to accelerate the development of rural tourism.However,it is more necessary for rural tourism operators to seize market opportunities and establish rural tourism brands with characteristics,advantages and connotations.Through brand building,we will do better and stronger rural tourism,and win the recognition of tourists with quality.In the construction of Beijing rural tourism branding,we still have certain problems,combined with the current situation of rural tourism development in Beijing,the author put forward suggestions for the brand construction of Beijing rural tourism from four aspects:brand awareness,brand positioning,brand connotation,brand maintenance and promotion after investigating rural tourism and operators.