當(dāng)代山間民宿的品牌視覺設(shè)計(jì)

摘要：當(dāng)下，民宿市場(chǎng)從最初標(biāo)準(zhǔn)化的住宿設(shè)施向多樣化的共享體驗(yàn)升級(jí)發(fā)展，但同質(zhì)化也越來越嚴(yán)重，為了更好地吸引游客的目光并進(jìn)行文化傳播，構(gòu)建民宿好的品牌形象已刻不容緩。運(yùn)用文獻(xiàn)分析，案例分析、田野調(diào)查的方法分析特色民宿的共性。發(fā)現(xiàn)了目前市場(chǎng)上較為熱門的民宿均為依托所在地文化，形成自身的品牌獨(dú)特性。通過理論分析和具體設(shè)計(jì)迎合現(xiàn)代人的多重需求，以山間群落文化與民宿相結(jié)合，塑造民宿品牌意識(shí)，創(chuàng)造山間民宿品牌的獨(dú)特性，有利于民宿品牌的傳播，進(jìn)一步達(dá)到吸客創(chuàng)收的效果。

關(guān)鍵詞：山間民宿 特色化 慢享生活 “山下有物” 品牌視覺

中圖分類號(hào)：J524 文獻(xiàn)標(biāo)識(shí)碼：A

文章編號(hào)：1003-0069（2023）22-0074-04

Abstract：At present，the BB 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 BBs. Use literature analysis，case studies and fieldwork to analyse the commonalities of speciality BBs. It was discovered that the more popular BBs 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 BB，the shaping of BB brand awareness and the creation of the uniqueness of the mountain BB brand will facilitate the spread of the BB brand and further achieve the effect of attracting customers and generating income.

Keywords：Mountain BB Characterisation Slow living \"Something under the mountain\" Brand vision

引言

隨著旅游業(yè)的發(fā)展，如今民宿不再是以家庭旅館為主的模式，而是向多元化、精品化、品牌化發(fā)展，特色離不開品牌的打造，品牌依靠特色的支撐。在市場(chǎng)競(jìng)爭(zhēng)激烈的情況下，大多民宿經(jīng)營(yíng)者對(duì)品牌建設(shè)的意識(shí)淡薄，同質(zhì)化的產(chǎn)生不可避免。本研究主要針對(duì)山間特色民宿進(jìn)行品牌形象設(shè)計(jì)，探析山間文化如何與民宿視覺形象相結(jié)合后傳達(dá)品牌特性，從而給予消費(fèi)者更加舒適的體驗(yàn)效果，為山間民宿的形象塑造和應(yīng)用研究提供策略方法。

一、當(dāng)代山間民宿的研究綜述

（一）民宿的定義

關(guān)于民宿起源的說法眾說紛紜。對(duì)于國(guó)內(nèi)來說，對(duì)民宿的定義沒有一個(gè)確切的解釋。但從早期的“酒店”“青年旅社”“農(nóng)家樂”等提法，民宿在其中有一些共性?！?br>