摘要
山东拥有深厚的历史文化底蕴和复杂多样的地理环境,乡村资源与文化特色鲜明,在乡村振兴和电商助农的双重背景下,乡村旅游蓬勃发展,培育了一批特色品牌,具有一定品牌知名度与影响力。通过分析乡村旅游品牌提升的必要性,总结取得的成就和面临的瓶颈,提出了发挥资源特色、优化产品供给、打造多元化营销场景、深化农文旅融合等品牌提升策略。
Shandong has a deep historical and cultural heritage and complex and diverse geographic environment,with distinctive rural resources and cultural characteristics.Under the dual background of rural revitalization and e-commerce rural tourism is booming,and a number of distinctive brands with a certain degree of brand awareness and influence.has been cultivated This paper analyzes the necessity of rural tourism brand enhancement,summarizes the achievements and bottlenecks,and puts forward brand enhancement strategies such as giving full play to the characteristics of resources,optimizing product supply,creating diversified marketing scenarios,and deepening the integration of agriculture,culture and tourism.
作者
张芳丽
朱慧婷
张俊力
ZHANG Fangli;ZHU Huiting;ZHANG Junli(Shandong Agriculture and Engineering University,Jinan Shandong 250100;Yinqueshan Street Office,Lanshan District,Linyi Shandong 276000)
出处
《山东农业工程学院学报》
2024年第9期72-76,共5页
The Journal of Shandong Agriculture and Engineering University
基金
2023年度山东省人文社会科学课题合作专项“山东乡村旅游品牌提升策略研究”(2023-WLZX-15)
济南市哲学社会科学规划项目“数字普惠金融服务乡村振兴路径研究”(JNSK22B08)的阶段性成果。
关键词
乡村旅游
品牌建设
农文旅融合
互联网营销
rural tourism
brand building
integration of agriculture culture and tourism
internet marketing
