摘要
随着散客时代到来,游客需求发生变化,应市场的需求,传统酒店住宿产品越来越不能满足游客的住宿要求,非标住宿应运而生,更多的消费者开始追求更高的出游体验,因此相比于传统的酒店,他们早已更加青睐于民宿客栈、精品酒店等非标住宿。在全域旅游的背景下,云南大理、丽江、香格里拉、西双版纳、腾冲等热门旅游目的地民宿更是出现了爆发式增长。民宿林立,但同质化严重,云南民宿的发展遇到了品牌风口,不论是连锁民宿还是单体民宿,要想在激烈的市场竞争中实现新的发展,品牌文化建设都已成为一个紧迫问题。云南是一个少数民族资源十分丰富、民族特色文化最为突出的省份,云南地区的民宿在品牌文化建设中要注重对民族特色文化体验的五感整合与全方位把握。
With the arrival of the era of individual traveler, tourists＇ demand has changed. Tradition hotel accommodation products cannot meet the growing requirements of tourists. In order to satisfy the demand of the market, non-standard tourist accommodation emerges. Many consumers begin to pursue higher level of travel experience. Compared to the traditional hotel, they prefer home inn, boutique hotel and other non-standard accommodation. In the context of the Global Tourism, the B＆B（Bed and breakfast） in Yunnan Dali, Lijiang, Shangri-La, Xishuangbanna, Tengchong and other popular tourist destinations has an explosive growth. But, the B＆B is everywhere, which has a serious homogenization. The development of Yunnan＇ s B＆B has run into brand vents. In order to achieve new development in the fierce market competition, brand culture construction has become an urgent problem among the chain and single B＆B. Yunnan has rich minority resources, which is one of the most prominent provinces on ethnic culture. In the construction of brand culture, the B＆B in Yunnan should pay attention to the five senses of cultural experience of national characteristics and comprehensive assurance.
出处
《设计》
2017年第24期96-99,共4页
Design
基金
云南省教育厅资助项目
项目课题名称:云南民宿品牌文化中的民族特色道路探究
项目基金名称:2017年度云南省教育厅科学研究基金研究生项目
项目编号:2017TYS039
关键词
全域旅游
云南民宿
品牌文化
民族特色
五感整合
感官品牌
Global tourism
Yunnan＇s B＆B Brand
Culture
Minority characteristics
Five sense of integration
Sensory brand
