Research on The Branding Development of Rural Tourism Destinations from The Perspective of Product Level
DOI:
https://doi.org/10.54097/fbem.v5i1.1576Keywords:
Product level, Rural tourism destinations, Changsha County, Destination branding.Abstract
With the rapid development of rural tourism in China and the increasingly fierce competition in various places, the competition in the rural tourism market has expanded from the initial tourism resources to the competition of tourism products to the competition of tourism destination brands. According to the product hierarchy theory, what tourists get in rural tourism destinations is to include brand characteristics of rural tourism destinations. This paper takes the six villages in Kaihui Town, Changsha County as the research case, takes the product level as the theoretical basis, and obtains the brand development data of rural tourism destinations in the dimensions of customer perception experience value, characteristic cultural facilities, industrial creative products, tourist viewing experience activities, marketing service networks, etc., summarizes the practical characteristics, and proposes the development path: At the core level, it is necessary to cultivate brand differentiation development and enhance the perceived experience value of tourists; At the formal level, it is necessary to dig deep into the local characteristic culture and create a unique brand; At the additional level, it is necessary to expand brand communication channels and strengthen the quality of information services in rural tourism destinations.
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