刘笑明 叶晶晶

摘 要：【目的/意义】对我国乡村旅游地品牌化发展问题进行深入分析，以期为区域乡村旅游竞争力提升提供科学依据。【方法/过程】基于乡村旅游地品牌化的理论内涵，分析了我国乡村旅游地品牌化发展存在问题及原因，结合乡村旅游产业发展面临的新形势，探讨了乡村旅游地品牌化突围的基本路径。【结果/结论】研究结果显示，品牌化经营的意识不足、顶层设计缺失、发展思路不清、发展能力不高等是目前我国众多乡村旅游地品牌化发展面临的现实困境，认为“以市场为导向，以定位为基础，以产品为核心，以传播为要务，以政府为主导，以企业为主体，以管理为关键”是乡村旅游地实现品牌化突围的基本路径。关键词：品牌化;乡村旅游;乡村旅游地;乡村旅游品牌

中图分类号：F592.7;F327文献标志码：A文章编号：1637-5617（2021）01-0047-05

Realistic Dilemma of the Branding Development of Rural Tourism Destinations in China and Its Breakthrough Path

LIU Xiao-ming， YE Jing-jing

（School of Economics and Management， Xian Shiyou University， Xian， Shanxi 710065， China）

Abstract：  【Objective/Meaning】An in-depth analysis on the branding development of rural tourism destinations in China was made in this paper， so as to provide a scientific basis for the promotion of regional rural tourism competitiveness. Based on the theoretical connotation of the branding of rural tourism destinations in China， the existing problems and causes of the branding development of rural tourism destinations in China were analyzed， and the basic paths for the breakthrough of the branding of rural tourism destinations were discussed in combination with the new situation of the development of rural tourism industry.【Methods/Procedures】The research results showed that the lack of the awareness of brand management， the lack of top-level design， the unclear development ideas and the poor development ability were the realistic difficulties faced by the branding development of many rural tourism destinations in China at present.【Results/Conclusions】Therefore， it was believed that “taking the market as the orientation， the positioning as the base， the product as the core， the communication as the priority， the government as the leading， the enterprises as the main body， and the management as the key” were the basic paths for rural tourism destinations to achieve the breakthrough of branding.Key words： branding; rural tourism; rural tourism destination; rural tourism brand

近年來，我国乡村旅游产业获得了长足发展，其在满足民众旅游需求、促进经济社会发展等方面的重要作用得到了广泛认同。“十三五”期间，乡村旅游更是被多地确定为扶贫减困、全面建成小康社会的重要抓手，各级政府和乡村旅游地也对其发展寄予了厚望。但客观来看，我国乡村旅游进一步发展还面临着许多问题，尤其是产业整体素质不高、同质化竞争严重;不少乡村旅游地市场影响力和知名度有限，受新冠疫情、重大突发事件以及经济波动的影响，可持续性较差，经营风险高。当前，在全球范围内，旅游经济已经进入竞争全面化、需求个性化、消费品质化的时代，通过创造品牌来培育竞争优势成为旅游目的地和旅游企业提升竞争力的主要策略和源泉[1-2]。……