“好客山东”引领下乡村康养旅游品牌提升策略研究

Study on Promotion Strategy of Rural Health Tourism Brand led by"Hospitable Shandong"

山东作为中国的旅游大省,拥有独特的自然禀赋和深厚的人文资源,这些自然景观与人文资源的完美结合,使得山东省拥有良好的旅游基础。“好客山东”品牌的创立,不仅代表了山东人民的好客之情,其本质体现了山东省在旅游服务方面的高质量水准。文章从“好客山东”品牌出发,分析了山东省发展乡村康养旅游的意义及面临的问题,探讨了品牌提升的路径,提出了塑造品牌形象、强化品牌价值等品牌提升策略。

As a major tourism province in China,Shandong has unique natural endowments and profound cultural resources.The perfect combination of these natural landscapes and cultural resources makes Shandong Province has a good foundation for tourism.The establishment of the"Hospitable Shandong"brand not only represents the hospitality of the people in Shandong,but also reflects the high-quality tourism services in Shandong Province.Starting from the brand of"Hospitable Shandong",this paper analyzes the significance and problems of developing rural health tourism in Shandong Province,discusses the path of brand promotion and puts forward brand promotion strategies,such as shaping brand image and strengthening brand value.