本科论文摘要乡村旅游是以农村独特的自然、人文景观为特色，以合作社形式（村民以个人拥有的资源包括人力、资金、土地等入股）或村集体与其他企业合作为经营主体兼顾个体经营的经营方式，以旅游资源为依托，以旅游活动为内容，促进农村经济发展的社会活动。乡村旅游在一些发达国家，已形成多功能、多元化和多层次的发展格局，发展前景越来越好，尤其是最近互联网+和大数据的综合运用，对于乡村旅游当地的宣传起到了极好的助推作用。但是目前针对乡村旅游的开发难以有统一的体系和标准，旅游营销模式也没有系统的规划，其他地区的优秀乡村旅游发展模式更是难以生搬硬套，所以构建一整套完整的具有地方特色的乡村旅游品牌营销模式对提高地区旅游竞争力、吸引投资最终实现乡村发展具有重要意义。本文以张夏街道乡村旅游业为研究对象，通过实地考察、查阅相关资料、结合已有经验，分析张夏街道乡村旅游业现状并对张夏街道的乡村旅游业提出相应的品牌营销策略，借此对张夏街道乡村旅游发展提供可行的指导。关键词：张夏街道，旅游品牌塑造，旅游品牌发展战略本科论文AbsractRuraltourismisasocialactivitythattakestheuniquenaturalandculturallandscapeofthecountrysideasitscharacteristics,takestheformofcooperatives(villagerstakepersonalresourcesincludinghumanresources,capital,landandothershares)orthecooperationbetweenvillagecollectivesandotherenterprisesasitsmainmanagementbodyandgivesconsiderationtoindividualmanagement.Itisbasedontourismresourcesandtakestourismactivitiesasitscontenttopromoteruraleconomicdevelopment.Ruraltourismhasformedamulti-functional,diversifiedandmulti-leveldevelopmentpatterninsomedevelopedcountries.Itsdevelopmentprospectsaregettingbetterandbetter,especiallytherecentcomprehensiveuseofinternetplusandbigdata,whichhasplayedanexcellentroleinboostingthelocalpublicityofruraltourism.However,itisdifficulttohaveaunifiedsystemandstandardforthedevelopmentofruraltourismatpresent,andthereisnosystematicplanningforthetourismmarketingmode,andtheexcellentruraltourismdevelopmentmodeinotherregionsisevenmoredifficulttoapplymechanically.Therefore,itisofgreatsignificancetobuildacompletesetofruraltourismbrandmarketingmodewithlocalcharacteristicstoimprovethecompetitivenessofregionaltourism,attractinvestmentandfinallyrealizeruraldevelopment.ThispapertakestheruraltourismofstreetsinZhangXiaastheresearchobject,analyzesthecurrentsituationofruraltourismofstreetsinZhangXiaandputsforwardcorrespondingbrandmarketingstrategiesforruraltourismofstreetsinZhangXiathroughon-the-spotinvestigation,consultingrelevantdataandcombiningwithexistingexperience,soastoprovidefeasibleguidanceforthedevelopmentofruraltourismofstreetsinZhangXia.Keywords：ZhangxiaStreet，tourismbrandbuilding，tourismbranddevelopmentstrategy本科论文目录1区域旅游品牌概述..........................................................................................................21.1张夏街道简介.......................................................................................................21.2张夏街道乡村旅游业现状...................................................................................21.3旅游品牌营销.......................................................................................................21.4张夏街道乡村旅游业品牌营销研究的意义.......................................................22旅游业营销环境分析......................................................................................................32.1宏观环境分析.............................................................................
