景区型目的地品牌资产评估的指标体系构建与评估模型初探

Establishing Indicator Systems of Tourism Destination and Exploring the Assessment Model

随着旅游目的地竞争的加剧,旅游目的地品牌逐渐成为目的地之间竞争的焦点,好的品牌对于旅游目的地的意义重大,因此,对于旅游目的地品牌资产的研究显得十分迫切。目的地的品牌资产评估在国外已经有一些相关探索,但是在我国这还是一个较新的研究领域。对国内外品牌资产研究的文献进行回顾,在界定了旅游景区品牌资产概念的基础上,提出了景区品牌资产评估的经济性和非经济性指标体系。运用品牌资产评估的基本理论,创造性地将非经济性和经济性指标联合起来,最后提出了具体的评估模型。

With increasing competition of tourism destination, tourism destination brand is becoming the focus of competition between destinations, a good brand for the tourist destinationis of great significance, therefore, a tourist destination for brand equity research is extremely urgent. The valuating brand equity of a scenic spot has already been studied abroad, but the relevant study in China is still a new field. Firstly, This article reviews domestic and foreign brand equity research literature, based on the definition of brand equity evaluation of a scenic spot, then puts forward economic and non-economic index systems, with which the paper combines together, using the basic theories of brand equity evaluation, and last it establishes a specific evaluation model.