Brand identity design and application for ecotourism industry-A case study of Aliban Ecofarm

• Main Author: 張瑞光
• Other Authors: 梁桂嘉
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/mnjps7

碩士 === 國立臺灣師範大學 === 設計研究所在職進修碩士班 === 97 === 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.