Study on Brand Building of Rural Tourism Destination from the Perspective of Rural Revitalization Strategy

Abstract

The Nineteenth National Congress of the Communist Party of China put forward the strategy of Rural Revitalization. Implementing the strategy of Rural Revitalization is an important decision-making plan made by the Nineteenth National Congress of the Communist Party of China. It is an important historical task to build a well-off society in an all-round way. In the important period of building a well-off society in an all-round way. How to revitalize the countryside and make the vast rural areas get rid of poverty? As an important driving force for rural revitalization, rural tourism plays an important role. Rural tourism is of great significance to the full and effective utilization of agricultural resources, the solution of rural surplus labor force, the inheritance and development of rural traditional culture, the integration of industries, rural economic growth and people's poverty alleviation. However, As the market changes in recent years, the continuous rise of farmhouse and rural tourism in all parts of the country, the problem of homogeneity has become increasingly prominent, and competition has gradually expanded. Under such circumstances, brand building is an important way for the sustainable development of rural tourism, and also an effective means to enhance the competitiveness of rural tourism destinations. This paper firstly analyses the current situation of brand building of rural tourism in China, and then analyses the restrictive factors affecting brand building of rural tourism. Finally, from the perspective of Rural Revitalization strategy, this paper explores the method of brand building of rural tourism destination.