乡村旅游是乡村文化保护、传承和发展的载体,建立在环境“乡村性”和文化“原真性”基础上的乡村旅游品牌建设能够有效地将乡村记忆活化,促使乡村文化的保护、传承和发展,从而最大化地实现乡村旅游经济效益、社会效益和文化效益。乡村旅游的品牌建设是乡村旅游可持续发展的内在要求,也是乡村文化发展的现实需要。随着旅游业的持续发展,我国的乡村旅游品牌建设取得了很大成绩,但与世界发达国家和地区的差距还比较明显,缺乏体制机制的保障是我国乡村旅游存在诸多问题的根本原因。乡村旅游品牌化建设的策略主要包括通过对乡村旅游资源的科学分析来塑造乡村旅游的独特形象,突出乡村旅游的个性化;创新乡村旅游的经营模式和营销手段,使乡村旅游通过市场的扩张实现品牌影响力;与相关产业融合发展,发挥产业的联动作用;创意与创新是保障乡村旅游品牌可持续发展的核心动力。 Rural tourism is the carrier of the protection, inheritance and development of rural culture. The construction of rural tourism brand based on the environment of “rural nature” and culture “authenticity” can effectively activate rural memory and promote the protection of rural culture , Heritage and development, so as to maximize the rural tourism economic, social and cultural benefits. The brand construction of rural tourism is the inherent requirement of the sustainable development of rural tourism and also the realistic need of rural cultural development. With the continuous development of tourism, great achievements have been made in the construction of rural tourism brand in our country. However, the gap with the developed countries and regions in the world is still quite obvious. The lack of protection of institutional mechanisms is the fundamental reason for the existence of many problems in rural tourism in our country. The tactics of brand building in rural tourism mainly include shaping the unique image of rural tourism through the scientific analysis of rural tourism resources and highlighting the individuality of rural tourism; innovating the management mode and marketing means of rural tourism so that rural tourism can be realized through the expansion of the market Brand influence; integration and development with related industries, play a synergistic role of industry; creativity and innovation is to ensure the sustainable development of rural tourism brand core driving force.