Study on Strategy of Top Brand and Development Mode and Countermeasures of Hunan Agriculture Tourism

Using the theories of tourism, agricultural economics and brand management, this paper systematically studies the top brand strategy， development mode and countermeasures of Hunan agricultural tourism. Research shows that as a big province of agriculture and tourism, facing the fierce market competition, it is the general trends for Hunan to implement agricultural tourism top brand strategy. It will be helpful to promote the transformation and upgrade of the agricultural structure and agricultural tourism, to promote the development of modern agriculture, to expand the development space of agricultural brand and tourism brand. The growth of Hunan agricultural tourism brand faces not only the favorable opportunities of regional tourism cooperation deepening, agricultural resources superiority, the industrialization of agriculture and the extensively development of the new countryside construction, but also the severe challenges of weak brand consciousness, aggravating domestic competition, lacking of long-term financing channel and tourism talents. The main modes of Hunan agricultural tourism brand carrier development can be divided into four types of rural type, village type, science and technology type, agricultural trade type. So in the process of making and implementing agricultural tourism top brand strategy, strong measures should be focused on the aspects of strategy thinking, development plan, regional features, marketing innovation and environment constructing etc.