生態旅遊產業品牌識別設計與應用—以阿里磅生態農場為例

Abstract

摘要

推動鄉村地區私人休閒農場經營生態旅遊，是政府的施政目標之一。不過，目前台灣尚未建立生態旅遊分級認證等相關制度，而且不論是以生態旅遊為號召的遊程，或號稱提供生態體驗活動的休閒農場，大多名實不符，未能忠於自然資源特性及產品定位，非但消費者無從辨識區隔與選擇，也使得萌芽階段的生態旅遊產業面臨發展瓶頸。因此，本研究希望探討生態旅遊如何落實與行銷，以成為具有經營效益的農村地方產業利基，嘗試以市場競爭差異化的觀點導入品牌行銷策略，並為生態旅遊業者發展品牌識別設計方案。 研究方法以質化研究之文獻回顧、個案研究、實地觀察等方法為主。首先整理國內外生態旅遊、農村休閒產業發展與品牌識別相關文獻資料，以建立後續研究架構。而後以在發展背景與經營模式上具有代表性、營建署遴選之全國生態旅遊地中唯一入選的私人休閒農場----阿里磅生態農場為對象，進行資料蒐集與探討，並以SWOT分析法提出阿里磅生態農場的品牌定位，作為後續發展品牌識別要素的設計策略。 研究結論與心得是：(一)對台灣農村經濟而言，正確地發展生態旅遊並適當地導入品牌識別累積品牌權益，既符合農村產業轉型升級目標，也有助於在發展休閒產業過程中，形塑特色、增加附加價值、厚植長期競爭力。(二)在體驗行銷、美學經濟的時代，生態旅遊的推展可以透過品牌識別的視覺傳達設計與綠色消費者溝通、建立聯繫，而不必消耗資金著力開發有形設施，亦即不干擾自然生態資源，而以智慧力與感性消費提升產業經營效益。(三)自然之美是生態旅遊地最獨特的品牌識別要素。所有的設計美學的判準，應重視人工藝術美與自然美的辯證統一，呈現理想的自然寫實風格，達到具有生態性質的審美、休閒與環境教育效果。

關鍵字：生態旅遊、農村休閒產業、品牌識別、阿里磅生態農場Abstract It is one of the major policies of the government in Taiwan to promote ecotourism operated by private leisure farms in country areas. Up to now, however, a system of classifying certification for ecotourism has not yet been established. Besides, most of the tour packages with ecotourism as attraction and most of the leisure farms claiming offering activities of ecotourism are not bona fide. They do not really reveal the true characteristics of natural resources and do not keep the claimed definition of their offer. It not only hinders consumers from distinguishing different packages and making a proper choice but also imposes a bottleneck for the development of the ecotourism industry, which is still in its infancy stage. Therefore, the purpose of this research is to explore how ecotourism can be truly realized and be promoted in the market. It can serve as a niche for local industry in the country to be more profitable and more competitive. We also try to introduce the brand marketing strategy with the view point of differentiation in marketing competition and develop brand identity sign for ecotourism companies. The methods that we employ are mainly qualitative research of literature review, case study and field survey. To construct the frame work of the whole research, we first review relevant publications and documents of both domestic and foreign ecotourism, leisure industry in country areas, and brand identity. Then we collect and study related information of a particular farm, Aliban Ecofarm, which is representative in its development background and operation mode, and is the only private leisure farm among all the ecotourism areas selected by the Construction and Planning Administration of the Ministry of the Interior. We identify the brand position of Aliban Ecofarm with SWOT analysis. It serves as the strategy for further developing the brand identification factors of Aliban Ecofarm. Our conclusions are the following: (1) In terms of the economics of country areas in Taiwan, to develop ecotourism properly as well as to introduce brand identity and to accumulate brand equity, will not only meet the purpose of upgrading country industry, but also be helpful in forming unique features, adding marginal values, and accumulate long-term competing capability for the development of leisure industry. (2) In the age of experiential marketing and aesthetics economics, the promotion of ecotourism can be pursued through the visual design of brand identity to communicate and establish connection with environment-friendly consumers, rather than focusing on developing concrete facility with unnecessary capital investment. In other words, one may enhance the business profit with wisdom and symbolic utility without interfering the natural ecological resources. (3) The beauty of nature is the most special, unique brand identification factor of ecotourism sites. All the criteria for judging design esthetics should emphasize unification and harmony between beauty of nature and of art, present an ideal style of natural realism, and achieve the effects of ecological esthetics, leisure, and environmental education.

Key words: ecotourism, leisure industry in country areas, brand identity, Aliban Ecofarm.