Brand Gene Recognition and System Construction of Coastal Tourism B&B Cluster Area

The Tourism B&B cluster area plays a crucial role in achieving rural revitalization and fostering high-quality regional tourism development. Based on the brand gene theory, this study focuses on the brand gene identification and system construction of coastal tourism B&B clusters, innovatively proposes a brand gene identification model with two-way synergy between the government and consumers, and extracts brand genes from the network text data of 13 coastal tourism B&B clusters through the methods of LDA theme model, co-occurrence analysis, radar chart, etc., and selects coastal tourism B&B clusters in Shandong Province to carry out brand gene validation. The results indicate that the brand recognition system of coastal tourism lodging agglomeration consists of 6 gene dimensions and 17 gene elements. The main features of the grouped coastal tourism lodging areas are becoming more similar; the possibilities of the additional features have not been fully used yet, and the mixed, changing, emotional, and value features show apparent differences between regions in how they are developed. The relevant research provides a clear construction direction for the brand construction of coastal tourism lodging agglomeration, offers important theoretical support and practical guidance for resource integration and sustainable development in the agglomeration, and improves and expands the application value of brand gene theory to a certain extent.