Research on the Promotion of Longnan Rural Tourism Culture Based on Brand Design Concept

Fan CHEN JiangXi Tourism&Commerce Vocational College

Abstract: With the development of social economy, many emerging industries are booming. Cultural industry and tourism industry play an important role in the development of a town. The promotion of tourism culture cannot be separated from brand design, which can best highlight its cultural tourism characteristics. Only the rural tourism culture that gives brand design concept can form core competitiveness and improve economic benefits, rather than floating on the surface and lacking attraction to tourists. Today’s society is an era that needs to rely on brand building. Under the en- couragement of national policies, we should seize the opportunity to truly build a tourism cultural promotion industry brand representative. Brand design can make the products more competitive, contain more in-depth things, reduce the homogenization with surrounding tourism products, and strive to build a distinctive, valuable and competitive rural tourism culture. Based on the research methods of field survey, literature review, statistical analysis and field questionnaire survey, this paper expounds the development status of Longnan rural tourism culture and some problems existing in cultural promotion, and put forward the relevant strategies of Longnan rural tourism based on brand design concept to make efforts to promote tourism culture. Key words: Brand design concept; Longnan village; Tourism cultural industry; promotion; Research

DOI: 10.12184/wspciWSP2516-252714.20190304

About the author：Fan CHEN(1984-08), Female, Han, Zhengzhou Henan, associate professor, Master, Research on Brand planning and Design. Funded project: Jiangxi Province Humanities and Social Sciences Research 2019 Annual Project: Research on the Promotion of Longnan Rural Tourism Culture Based on Brand Design Concept. Project lot number: YS19114.

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1. Introduction n recent years, the government has increased its support for rural tourism culture, I and tourism has gradually become one of the important industries, which has also increased the competition among tourism cultural industries. How to find a foothold of tourism culture in the general trend and successfully promote the local tourism culture is a problem worth pondering in every region of tourism industry construction. The concept of brand design is the key to improve the competitiveness of tourism culture. At present, with the rapid development of social tourism, some tourism cultural products are characterized by homogeneity and lack of distinctive features. Consumers lack the desire to buy such products, which seriously affects the development of tourism culture, wastes tourism resources, is not conducive to the long-term foothold of tourism culture, and affects the development of tourism and economy in the whole region. Therefore, it is necessary to design a special brand concept according to the characteristics of each region, conduct in-depth research and design on the brand image, and explore the promotion of tourism culture from multiple perspectives according to the cultural characteristics and multiple elements of the region.

2. The Significance of Tourism Culture Promotion Based on Brand Design Concept A successful promotion of tourism culture in a region can resonate with tourists and have a profound impact on tourists’ hearts. This is the most successful em- bodiment of rural tourism culture, as well as its charm and key. Only in this way can more tourists be attracted and the innovation of rural tourism culture be real- ized. The concept of brand design in China started late and developed backward, and the emphasis on brands is still insufficient. Many areas do not have the right design concept and method. At present, there is a widespread phenomenon that brand design is too superficial, and there is a lack of in-depth understanding and discussion on the advantages and cultural characteristics of the region, so that brand design can not play its role, tourism culture still can not achieve the ideal promotion value, resulting in the waste and loss of resources. However, the effec- tive integration of brand design concept into the promotion of rural tourism culture can improve the competitiveness of tourism culture and achieve sustainable strate- gic development. A good brand image can most intuitively reflect the cultural connotation and characteristics of a region to tourists, including intuitively and diversi- fiedly promoting rural tourism culture as a brand from visual aspect and design aspect to attracts more resources. Reduce the homogenization phenomenon, make it stand out in many competitions, bring the double harvest of culture and economy,

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3. The Current Situation and Background of Tourism Culture in Longnan Village Longnan is located in Jiangxi Province, with beautiful scenery and more tourism resources. The local ecological environment is harmonious, the products are rich, known as the beautiful village. Longnan’s rural areas mainly focus on the development of rural areas and rural tourism, and take measures according to local conditions to achieve the most original environmental protection, and also establish a regional tourism image. However, we should not stop after having more successful experience. Tourism industry is an industry with fierce competition and rapid renewal. Only by continuous innovation and keeping up with the pace of the times can it continue to de- velop and achieve better cultural promotion and economic benefits. At present, there are still some problems in the promotion of rural tourism culture. The following is an explanation of the existing problems. In this study, through on-the-spot investigation, consulting relevant historical documents, relevant statistical data, database related data, and setting up a questionnaire survey method to investigate the tourism culture of Longnan rural area. According to the results of the survey, the tourism culture in Longnan village lacks the design concept of brand, only stays at the primary stage, lacks the combination of brand and tourism culture in many aspects, and lacks the pen- etration of brand in many tourism industries. Therefore, it ideal effect has not been achieved. On the other hand, the team responsible for promoting brand culture and designing brand concepts lacks certain professional quality, and lacks clear ideas and plans for the promotion of the whole tourism culture. The positioning of brand design concept is also the key to the promotion of tourism culture. What kind of tourism image is the basis of the positioning of Longnan rural area, and the derivation of its tourism culture around the theme is its core competitiveness different from other tourism areas.

4. Strategy of Promoting Rural Tourism Culture in Longnan Based on Brand Design First of all, it is necessary to define Longnan Village’s positioning of tourism brand design concept. Without a clear positioning, it is bound to fail to promote it well. Therefore, only by determining the unique orientation of Longnan rural tourism culture can we better promote the tourism culture and establish a brand that represents Longnan rural tourism characteristics. Longnan rural area is mainly for leisure tourism. The purpose of tourism is to get close to nature and relax in leisure.

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Therefore, when designing brands, it is necessary to consider the objective needs of tourists. Brand design needs to reflect the cultural characteristics of rural tourism in Longnan. The color should not be too single. It can have some lines and characters as the supplementaries. The color should be the representative color of rural tourism culture in Longnan. To highlight the characteristics of Longnan rural area, the layout should be in line with the scenic area as a whole, and the unified brand logo should be used in many scenic spots, buildings and other places, so as to make the brand logo deep into the hearts of tourists. In addition, publicity and exhibition work should be done well in some scenic spots. The forms of exhibition can be rich and varied. There is also a need for improvement in tourist cultural souvenirs, scenic tickets, and so on. Tourism cultural souvenirs are prone to the same phenomenon, consumers lack the desire to buy. Before determining the souvenirs, we can first conduct market research to understand the demand of tourists for Longnan tourism featured products, and set the products according to the demand. At the same time, it can increase the design sense of the product, integrate some charac- teristic buildings and scenic spots of Longnan village in the outer packaging, and reflect the brand logo on it, so that visitors can feel that the product is unique and has purchase value. Electronic publicity is also essential for the promotion of brand design concepts. Playing brand logos at the entrance of tourist attractions and dis- playing the most attractive features of the whole scenic spot are bound to stimulate tourists’ desire to further understand. In addition, with the wide promotion of mo- bile phone APP, relevant small program software can be made to provide guidance for tourists when they are playing, and can find the introduction of brand on it and so on. Export the brand in a variety of cultural forms.For example, we can make special songs and publicity documentaries for Longnan, conforming to the Longnan’s brand image and the positioning of cultural characteristics for Longnan. We can select celebrities as Longnan’s publicity ambassador to improve Longnan’s popularity and brand image. In the early stage of brand establishment, we need to pay attention to the effect of the brand at any time, pay attention to the correction and maintenance of the brand image, avoid the deviation of brand positioning, and maintain the essence and original intention of Longnan brand design. In order to attract more potential tourists, we should promote Longnan’s brand image, hold exhibitions, hold festivals and so on, in various ways, to achieve sustainable development.

5. Conclusion With the rise of tourism culture industry, the promotion of tourism culture in a region is a key measure to promote its development. The promotion of tourism

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