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近年来,民宿产业竞相发展,导致竞争激烈,许多民宿转而以特色化的模式试图吸引旅客,或结合当地相关产业,提供多样化的服务,因此本研究想要探讨的是,在此过程中,民宿游客如何形塑其旅游体验以及旅游意象。本研究认为旅游体验及旅游意象呈现正相关,因此为了提升旅游意象,使游客能获得更完满的旅游经验,应优先改善旅游服务。
In recent years, the competitive development of the hotel and lodging industry has led to fierce competition. Many of the hotel and home establishments turned to try to attract tourists in a distinctive mode, or combined with the local industries to provide diversified services. Therefore, this study is going to explore in this process , B & B tourists how to shape their travel experience and tourism image. This study argues that tourism experience and tourism image are positively correlated. Therefore, priority should be given to improving tourism services in order to enhance tourism image so as to enable tourists to obtain more complete tourism experience.