**1. Introduction**

In recent times, rapid developments in technology have led to a prosperous society. Nevertheless, technology has had a negative e ffect on the environment through endangering natural ecosystems. Industrial development has caused environmental pollution. Furthermore, people who live in urban areas are inclined to desire a clean, pleasant, and comfortable environment in which to relax. Moreover, people's focus on environmental and economic factors has notably increased [1,2]. Additionally, an appreciable change has occurred in people's attitudes toward nature, healthy eating, and regiment [3]. To address the necessity of protecting the environment and maintaining ecological balance, the development of organic agriculture has become an attractive option.

In addition, the organic food market has rapidly expanded, and the demand for greener produce is increasing. Organic farming, agricultural products, villages, and agritourism have been presented as market opportunities for the organic market [1]. In 1996, Taiwan's governmen<sup>t</sup> began promoting organic agriculture. According to statistics published by the Taiwan Organic Information Portal, a single plot of farmland has increased from 159.6 hectares to 8759.06 hectares [4], equaling an average annual increase of 19.97% hectares. Increasing awareness of eco-friendly behaviors, healthy lifestyles, sustainability, and slow movement indicates that the prospects of organic agriculture in Taiwan are brightening.

To promote organic farming, Taiwan's governmen<sup>t</sup> spared no e fforts in establishing the first organic agriculture village in 2002. This village, located in Hualien County's Luoshan Village, was aimed at promoting community development in various manners. From an economic perspective, a strong agricultural sector contributes to a strong economy; from a livelihood perspective, organic agriculture villages aim to enhance farmers' welfare; and from an ecological perspective, organic agriculture villages are not only set up to preserve pristine environments but also to improve the relationship between humans and nature. The International Federation of Organic Agriculture Movements proposed four principles, namely: health, ecology, fairness, and care [5]. These principles indicate that health is integral to living systems. Those involved in organic agriculture treat the health of soil, animals, people, and the planet as inseparable and seek to ensure fairness at all levels. Organic agriculture should protect and care for the health and well-being of the current generation as well as of the environment for the next generation.

Recently, with increases in people's income, the popularity of domestic travel within Taiwan has grown. From 2010 to 2018, the number of visitors increased from 191,302,739 to 281,151,830 [6]. In addition, according to a 2018 survey on Taiwanese tourism, 2.7% of Taiwanese tourists sought to enjoy ecological tourism, whereas 1.9% experienced rural tourism, which saw an increase of 46.15% compared with 1.3% in 2011. Therefore, farming and agricultural tourism has received increasing attention from people, indicating that organic agriculture village tourism is crucial and has prospects for development.

Landscape resources can be divided into entity and nonentity resources, natural landscapes and cultural landscapes [7], tangible landscapes and intangible landscapes, and resources with inherent meaning and resources with symbolic meanings. These divisions reflect the interaction between people and the environment, which is a dynamic system that changes with time and continues to develop [8,9]. Bastian et al. [10] indicated that the attraction of landscapes and nature is the most crucial reason for tourism, particularly in relation to experiencing nature and enjoying quietness and leisure time. Dai et al. [11] considered that, from a conventional landscape-resource perspective, tourists' perceptions of landscapes were lacking; tourists can value landscape resources only when they have a mindscape of landscape resources. Therefore, the landscape resources of a tourist destination are a critical type of tourism resource. Accordingly, crucial research topics for the development of tourist-consumption landscapes are: how to shape a landscape for tourist-consumption, establish a unique tourism product, build a unique attraction for a landscape based on tourists' perceptions and experience that landscape, as well as motivating tourists to recognize and rely on a tourist destination and product, and establishing the uniqueness and brand equity of a tourist destination.

In terms of marketing strategies, brand equity is an e ffective tool for enhancing competitive di fferentiation [12–14]. Establishing a unique tourism brand is a critical factor for sustainable development [15]. However, no systematic research has been conducted on the brand equity of tourist destinations [15,16]. Most studies on the brand equity of tourist destinations have focused on the assessment of brand equity [15], whereas few studies have explored the relationship between the landscape resources of tourist destinations and brand equity. Establishing landscape resources is a key factor for shaping unique brand equity.

Therefore, organic agritourism has become a critical market to be developed. This empirical study investigated tourists in Luoshan Organic Agriculture Village and revealed that landscape resources were positively correlated with brand equity. This study enables further understanding of the importance of brand equity dimensions and landscape resources, which can be referenced for the future brand equity development of organic agriculture villages.

#### **2. Literature Review**
