Tourism industry branding development strategy in china s ethnic areas : a case study of Huanjiang Maonan autonomous county in Guangxi

中国民族地区旅游产业品牌化发展策略研究——以环江毛南族自治县为例

Name: Wentao Yan

LCSH: Tourism -- China

LCSH: Tourism industry

LCSH: Tourism -- Management -- Case studies

Abstract: This study focuses on the development of tourism industry branding in ethnic minority areas in China, taking Guangxi Huanjiang Maonan Autonomous County as a case study. Amid the intensifying global competition within the tourism market, tourism branding has become a key strategy to enhance competitiveness. By examining the present state and distinctive attributes of Huanjiang County's tourism industry, this study extensively explores pivotal aspects such as the establishment of brands, strategic positioning, and promotional activities. This study believes that Huanjiang County, as an autonomous county of Maonan nationality, has rich ethnic culture and natural resources, and can build a distinctive tourism brand image through in-depth excavation of unique ethnic festivals, cultural activities, and original ecological landscapes. In terms of promotion, it is recommended to adopt cultural marketing strategies, hold influential ethnic cultural activities, and enhance brand awareness. In addition, in the development of tourism products, attention should be paid to the innovation of experience projects to meet the needs of different tourists. In general, this study aims to provide theoretical support and practical guidance for the development of tourism industry branding in China's ethnic regions.

Abstract: 本研究以中国民族地区旅游产业品牌化发展为主题，以广西环江毛南族自 治县为案例进行探讨。在全球旅游市场竞争日益激烈的背景下，旅游品牌化成 为提升竞争力的关键策略。研究通过分析环江县旅游产业的现状与特色，深入 探讨了品牌建设、定位和推广等关键环节。本研究认为，环江县作为毛南族自 治县，具有丰富的民族文化和自然资源，可通过深度挖掘独特的民族节庆、文 化活动和原生态景观，构建具有鲜明特色的旅游品牌形象。在推广方面，建议 采用文化营销策略，举办有影响力的民族文化活动，提升品牌知名度。此外， 在旅游产品开发中，应注重体验类项目的创新，满足不同游客的需求。综合而 言，本研究旨在为中国民族地区旅游产业品牌化发展提供理论支持和实践指导。

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Lo Wei

Role: Advisor

Created: 2023

Modified: 2568-08-01

Issued: 2025-08-01

วิทยานิพนธ์/Thesis

application/pdf

chi

Spatial: Guangxi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Management

Grantor: Rangsit University

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