摘要
当下,民宿市场从最初标准化的住宿设施向多样化的共享体验升级发展,但同质化也越来越严重,为了更好地吸引游客的目光并进行文化传播,构建民宿好的品牌形象已刻不容缓。运用文献分析,案例分析、田野调查的方法分析特色民宿的共性。发现了目前市场上较为热门的民宿均为依托所在地文化,形成自身的品牌独特性。通过理论分析和具体设计迎合现代人的多重需求,以山间群落文化与民宿相结合,塑造民宿品牌意识,创造山间民宿品牌的独特性,有利于民宿品牌的传播,进一步达到吸客创收的效果。
At present,the B&B market has evolved from standardised accommodation facilities to a diverse shared experience,but homogenisation is also becoming more and more serious.In order to better attract tourists'attention and spread culture,it is urgent to build a good brand image for B&Bs.Use literature analysis,case studies and fieldwork to analyse the commonalities of speciality B&Bs.It was discovered that the more popular B&Bs in the market are all based on the culture of their location and form their own brand uniqueness.Through theoretical analysis and specific design catering to the multiple needs of modern people,the combination of mountain cluster culture and B&B,the shaping of B&B brand awareness and the creation of the uniqueness of the mountain B&B brand will facilitate the spread of the B&B brand and further achieve the effect of attracting customers and generating income.
作者
尚申豪
司乐乐
SHANG SHENHAO;SI LELE
出处
《设计》
2023年第22期74-77,共4页
Design
关键词
山间民宿
特色化
慢享生活
“山下有物”
品牌视觉
Mountain B&B
Characterisation
Slow living
"Something under the mountain"
Brand vision
