摘要
发展乡村旅游是推进乡村振兴的一条重要路径。文章以环巢湖地区乡村旅游为研究基点,从游客感知、认知及满意三个维度开展"互联网+社会调研",发现该地区乡村旅游已逐渐形成社会影响,但品牌形象尚不鲜明,还存在建设质量不佳且产品欠缺丰富内涵、营销力度不够且氛围缺少生机活力、管理水平不高且服务标准未能统一、规划结构紊乱且景观缺乏地域特色等四类问题。并从市场需求、双线营销、产品内涵及综合服务四个角度提出品牌形象提升策略,以期更好助力乡村振兴。
The development of rural tourism is an important way to promote rural revitalization.Based on the research of rural tourism in the Chaohu Lake area,the paper carried out"Internet+Social Research"from the three dimensions of tourist perception,cognition and satisfaction,and found that rural tourism in this area has gradually formed a social impact,but the brand image is still not clear and still exists There are four types of problems:poor construction quality and lack of rich content in products,insufficient marketing efforts and lack of vitality in the atmosphere,low management level and ununified service standards,disordered planning structure and lack of regional characteristics in the landscape.It also proposes brand image enhancement strategies from four perspectives:market demand,dual-line marketing,product connotation and comprehensive services,in order to better assist rural revitalization.
作者
张瑾
顾大治
杨震雯
王彬
Zhang Jin;Gu Dazhi;Yang Zhenwen;Wang Bin
出处
《建筑与文化》
2021年第9期190-192,共3页
Architecture & Culture
关键词
乡村振兴
乡村旅游
品牌形象
环巢湖
游客
rural revitalization
rural tourism
brand image
Around Chaohu Lake
tourists
