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Research on the Brand Construction of Rural Tourism in Guangxi Zhuang Autonomous Region

Author(s)

Shuiling Wu, Chunze Ou*

Affiliation(s)

Guangdong Ocean University, Yangjiang, Guangdong, 529500, China *Corresponding Author

Abstract

As China strategically promotes the comprehensive revitalization of rural areas and accelerates the development of an agricultural powerhouse, there is also significant attention on the cultural and tourism aspects of rural revitalization. Guangxi Zhuang Autonomous Region (hereinafter: GZAR), known for its ethnic diversity and renowned for rural tourism development in China, serves as a valuable reference for other regions in terms of rural tourism models. This study aims to explore brand building strategies for GZAR's rural tourism, analyze its current status and potential in the tourism market, and propose innovative methods for brand construction. Through literature review, field investigation, in-depth interviews, and case analysis, this paper will systematically examine the characteristics of GZAR's rural tourism resources while identifying existing issues related to "brand influence, professional talent, product attraction, cultural inheritance, and resource protection." Consequently, this study proposes exploratory measures such as enhancing brand awareness and strengthening brand construction among GZAR's rural tourism enterprises; improving talent training programs to establish a more proficient workforce within GZAR's rural tourism sector; innovating brand marketing and communication techniques to enhance the appeal of Guangxi's rural tourism products; reinforcing the preservation efforts towards GZAR's rural tourist resources while effectively safeguarding local ethnic cultures; all with an aim to promote sustainable development within Guangxi's rural tourism industry while enhancing its overall brand value.

Keywords

Guangxi Zhuang Autonomous Region; Rural Tourism, Product Brand; Brand Building; Sustainable Development

References

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