The Regional Tourism to Communication through Branding Strategy: Case study of Buyi Folk Culture, "MoYang" village, Luodian, Guizhou.

Abstract

This dissertation investigates how Buyi folk culture can serve as a catalyst for strengthening regional tourism branding, using Mo Yang Village in Luodian County, Guizhou Province, as the primary case study. The objectives of this study are:(1) to identify and analyze the core tangible and intangible elements of Buyi culture and examine their cultural value and branding potential;(2) to assess the current condition of Buyi cultural transmission under rural revitalization, identify the underlying challenges, and explore how cultural preservation can be integrated with regional tourism development; and(3) to develop and validate a culturally rooted branding strategy for regional tourism, including cultural symbol extraction, visual identity system construction, and experiential cultural applications aimed at enhancing sustainable development and brand value.

A mixed-methods approach was used. Qualitative data were collected through expert interviews, participatory workshops, and focus group discussions. Quantitative data were obtained from 310 valid survey responses (N = 310), including local residents, tourists, and youth groups. Three design experiments were conducted: a cultural cognition test identifying key Buyi cultural elements, a semiotic translation experiment converting these elements into a visual cultural narrative, and a branding experiment for developing a regional tourism identity and cultural product system. Technical analyses involved descriptive statistics, thematic coding, design iteration, and multi-stakeholder validation.The design outcomes were assessed through a comprehensive evaluation process. The resulting cultural symbol system and the “Da Xiao Jing” logo were exhibited in community showcases and expert panels, receiving an overall expert evaluation score of 4.65/5. Surveys showed 87.4% audience approval, while prototype testing generated positive responses from residents (82.1% recognition improvement) and tourists (78.6% intention to revisit). Demonstrating strong communicative potential and public acceptance.

The findings corresponding to the three research objectives are: Successfully built a database of Buyi cultural elements (45 core elements)；Verify the "high recognizability" and "intergenerational differences" of Buyi culture；The necessity of establishing "cultural foundation - visual interpretability；The dissemination of Buyi culture is mainly hindered by three types of structural problems；Bamboo culture has the triple advantage of "ecology material symbolism" and is the core of dissemination in this village；Cultural dissemination must be based on "rootedness"；Complete the complete translation chain from culture to symbols and then to brand；The "Big and Small Wells" brand (bamboo cultural symbol) has received the highest recognition；Cultural and creative products and interactive exhibitions effectively enhance cultural participation；Forming a closed loop of cultural economic social triple influence.

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