基于Logistic增长模型的旅游目的地品牌流行度分析

An Analysis of the Popularity of Tourist Destination Brand Based on Logistic Equation

明确旅游目的地品牌流行度生命周期的演化阶段对于目的地政府和营销人员制定相应的开发和营销策略具有重要的参考价值和现实意义。本文着重探究了目的地品牌流行度演化周期的各个阶段的特征表现和与之对应的游客情感联系的演变及目的地的地域表现特征,并以大连市为例,运用Logistic增长模型对其品牌流行度的演化周期进行了定量的模拟预测,针对大连市品牌流行度所处的阶段及将来的演化方向提出了对策和建议。

Making clearly the evolutionary stages of the life cycle of tourist destination brand is of important referential value and immediate significance for local government and marketing personnel to work out corresponding development and marketing strategies. The paper emphatically analyzes the character expression in various stages of evolutionary life cycle regarding the popularity of tourist destination brand and the corresponding evolution of tourists affectional connection and the regional features of tourist destination. Taking Dalian as an example, the paper makes a quantitative prediction of the evolutionary life cycle of the popularity of its brand by adopting Logistic equation. Countermeasures and suggestions are put forward in terms of the stage of the popularity of tourist destination brand in Dalian and the future evolutionary trend.