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

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.