陕西礼泉“袁家村”乡村旅游品牌建设研究

发布时间：2018-05-19 15:14

本文选题：乡村旅游 + 品牌　；参考：《西北大学》2013年硕士论文

【摘要】：随着旅游业的快速发展,特别是近几年,我国旅游者的旅游内容已从观光向度假休闲游转变,尤其是带薪休假制度的实行,使越来越多的旅游者以乡村作为其旅游目的地,并逐渐成为一种普遍的旅游业态。乡村旅游业的蓬勃发展,游客层次的不断扩大,现已成为我国旅游业的又一亮点。乡村旅游的迅速发展,旅游消费的市场需求也随之变化,其竞争也越发激烈,旅游地品牌的已逐渐成为竞争的焦点。那么,如何更好的适应旅游市场新的形势,赢得更多的游客,提升品牌竞争力,将给旅游地的管理和经营水平提出了新的要求,如何最大程度的利用其资源优势打造特色的乡村旅游品牌就显的尤为重要。本文通过查阅大量的相关文献资料、实地调研以及对比分析,针对陕西礼泉“袁家村”——关中印象体验地这一研究对象在品牌建设中存在的问题进行研究,从发掘乡村旅游特色文化、加强基础设施建设、旅游地宣传推广、提升旅游服务水平等关键性问题提出了乡村旅游品牌形象全面提升策略,希望推动当地乡村旅游的发展提供一些参考。
[Abstract]:With the rapid development of tourism, especially in recent years, the tourist content of our country has changed from sightseeing to vacation and leisure, especially the implementation of paid vacation system, which makes more and more tourists regard the countryside as their tourist destination. And gradually become a general form of tourism. With the vigorous development of rural tourism and the expansion of tourist level, it has become another bright spot of tourism in our country. With the rapid development of rural tourism, the market demand of tourism consumption changes, and the competition becomes more and more fierce, and the brand of tourist destination has gradually become the focus of competition. So, how to better adapt to the new situation of the tourism market, win more tourists, enhance the brand competitiveness, will put forward new requirements to the management and management level of the tourist destination. How to maximize the use of its resources to create a unique brand of rural tourism is particularly important. Through consulting a large number of relevant documents, field investigation and comparative analysis, this paper studies the problems existing in the brand construction of the research object of "Yuan Jia Cun"-Guanzhong impression experience place in Liquan, Shaanxi Province. This paper puts forward the overall promotion strategy of rural tourism brand image from the key issues such as excavating the characteristic culture of rural tourism, strengthening the construction of infrastructure, propagating and popularizing the tourist destination, promoting the level of tourism service, etc. Hope to promote the development of local rural tourism to provide some reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F327;F592.7

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