Exploring Destination Image of Outlying Island Agriculture from Service-Dominant Logic Perspective: An Abstract

The relation between destination image and local agricultural industry has been seldom explored in research although the correlation between local agricultural products and destination is actually quite strong. In recent years, areas that rely on local agriculture as the main economic activity have been actively developing product branding and expanding distribution channels. Due to the close relation between local agricultural products and their place of origin, the place of origin may cause consumers to make positive or negative associations, which affects how consumers view products from that specific location and, in turn, influence their purchase intentions. Located in the outlying islands of Taiwan, Penghu County holds rich touristic resources such as island landscapes, diverse natural ecology, recreational, and humanities; the tourism industry has also brought several benefits to Penghu’s overall economy. However, Penghu County’s agricultural environment is relatively more restrictive compared to that of other parts of Taiwan, and it has limited industrial scale and economic value. The agricultural products of Penghu County also face many challenges. The farms in Penghu County are urgent to change their previous production models and transforming farms by inducing co-creation of value from consumers.