摘要
【目的/意义】近几年宁波民宿产业飞速发展,呈现出地理空间上聚集、产业环节上协同、组织模式上多元等特征,也出现同质化竞争、市场开发缓慢等难题,因此,塑造特色品牌化民宿集聚区成为民宿产业深化发展的必要路径。【方法/过程】通过对宁波20处民宿集聚区内的经营者和消费者发放100份调查问卷,对若干影响力较强的民宿经营者进行现场访谈,总结出目前民宿集聚区的发展现状及困境。【结果/结论】结合各地特色农业资源,提出宁波民宿集聚区可选择自然风光型、历史人文型、特色体验型,以及新村展示型等四种品牌化路径,并从政府、行业、社会,以及信息技术等层面提出维护宣传品牌的对策建议。
【Objective/Meaning】In recent years,the homestay industry in ningbo has developed rapidly,showing the characteristics of geographical aggregation,industrial coordination and multiple organizational modes,also appearing homogeneous competition,slow market development and other problems.Therefore,shaping characteristic brand of homestay cluster area has become a necessary path to deepen the development of homestay industry.【Methods/Procedures】Through 100 questionnaires of the operators and consumers from 20 homestay cluster areas in Ningbo,on-site interviews with several influential homestay opetators,were conducted to summarize the current developing status and predicament of homestay cluster area.【Results/Conclusions】Combining with local characteristic agriculture resources,this paper put forward four branding paths for homestay cluster area,such as natural scenery type,historical and humanistic type,characteristic experiencing type and new countryside displaying type,and put forward some countermeasures and suggestions for maintaining and publiciting brand from the aspects of government,industry,society and information technology.
作者
詹柴
徐志豪
李佳丹
ZHAN Chai;XU Zhi-hao;LI Jia-dan(Rural Development and Information Institute of Ningbo Agricultural Sciences Academy,Ningbo,Zhejiang 315020,China)
出处
《台湾农业探索》
2019年第1期21-25,共5页
Taiwan Agricultural Research
基金
宁波市科协2018年度资助项目(Z2018-1)
宁波市农科院院长基金资助项目(2018NKYP001)
关键词
民宿集聚区
现场调研
品牌塑造
homestay cluster area
investigation
brand building
