本文在阐述旅游区家庭旅馆形象塑造的必要性基础上,探讨了家庭旅馆形象塑造的内容与方法。要树立正确的服务意识,塑造良好的服务形象;提高从业人员服务礼仪修养,塑造良好员工形象;加强硬件设施及环境建设,塑造良好环境形象;挖掘地方文化资源,塑造良好的文化形象。 Based on the necessity of shaping the image of family hotel in tourist area, this article discusses the content and method of shaping image of family hotel. To establish a correct sense of service and create a good service image; improve practitioners service etiquette and cultivate a good image of employees; strengthen the hardware facilities and environmental construction, create a good image of the environment; tap the local cultural resources, create a good cultural image.