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Research on the Brand Construction of Rural Educational Tourism in Hailing Island

Author(s)

Chunze Ou, Shuiling Wu*

Affiliation(s)

Guangdong Ocean University, Yangjiang, Guangdong, China * Corresponding Author

Abstract

With the transformation and upgrading of China's tourism industry, coupled with an increasing emphasis on quality education, educational tourism has emerged as a prominent research topic in domestic tourism. Rural educational tourism, as a nascent branch of educational tourism, amalgamate the characteristics of rural tourism and educational tourism to offer tourists opportunities for experiential learning and inquiry-based exploration using rural resources. Despite rapid development in the educational tour industry, there exist regional imbalances and internal disparities that necessitate brand building efforts to foster long-term growth. Hailing Island, an area abundant in unique cultural and ecological resources, exhibits immense potential for developing rural educational tourism; however, it currently faces challenges such as inadequate transportation infrastructure, limited information dissemination channels, and outdated marketing strategies. By applying the "brand gene" theory, this research explores a path towards establishing a strong brand identity for rural educational tourism in Hailing Island through measures including clarifying brand positioning, innovating product development approaches, implementing effective marketing strategies, and fostering community participation management. These initiatives aim to enhance brand awareness while facilitating seamless integration between rural tourism and educational tourism to drive economic development in rural areas and contribute to their revitalization.

Keywords

Rural Educational Tourism; Brand Building; Hailing Island; Brand Gene

References

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