Research on the Shaping of the Brand Image of Wine Tourism Destinations in Shandong Province
Abstract
As an emerging industry deeply integrating culture and tourism, wine tourism plays an important role in expanding rural revitalization pathways and enhancing regional economic benefits. With its unique natural terroir and rich wine culture, the Penglai wine region in
Shandong Province is gradually becoming the core area for the development of wine tourism in China. However, building and enhancing the
brand image of the Penglai wine region as a tourist destination requires in-depth research, integrating industry characteristics, resource endowments, and visitor demands.
Shandong Province is gradually becoming the core area for the development of wine tourism in China. However, building and enhancing the
brand image of the Penglai wine region as a tourist destination requires in-depth research, integrating industry characteristics, resource endowments, and visitor demands.
Keywords
Wine Tourism; Destination Brand Image; Penglai Wine Region; Industry Integration; Shandong Province
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DOI: http://dx.doi.org/10.70711/rcha.v3i2.6743