RESEARCH STRATEGIES FOR ETHNIC VILLAGE CULTURAL TOURISM BRANDS UNDER THE BACKGROUND OF RURAL TOURISM: A CASE STUDY OF MOYANG VILLAGE, GUIZHOU PROVINCE
Keywords:
rural tourism, cultural tourism brand, ethnic villages, Moyang VillageAbstract
This study examines the development of a cultural tourism brand for Moyang (Ziyomang) Village, a Buyi ethnic settlement in Guizhou Province, within the broader context of China’s rural revitalization strategy. The research applies a mixed methods design, incorporating literature analysis, fieldwork (50 hours of video, 2,000 photographs), 28 purposively selected key informant interviews, and 300 distributed questionnaires (278 valid; 92.7% response rate). Findings reveal that systematic cultural excavation, structured brand-building, experience design enhancement, and sustained community participation form the core components of an effective ethnic village cultural tourism brand. The study proposes three theoretical contributions: (1) the Cultural Gene Decoding Brand Value Translation Model; (2) the Digital Empowerment–Community Empowerment Synergy Framework; and (3) the Dual-Ecosystem Coordination Model. Empirical results demonstrate measurable improvements in visitor satisfaction and tourism income (13.4% increase within six months of brand implementation). This study provides a validated operational framework for branding ethnic villages and offers practical recommendations for rural tourism governance.
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