桂林旅游品牌竞争力的评价及提升对策研究

The Evaluation on the Competitiveness of Guilin's Tourism Brand and Its Promoting Countermeasures

旅游地品牌是旅游地对游客独特旅游体验的承诺,品牌竞争是旅游地的高端竞争形态。优质的资源禀赋和良好的外部机遇使桂林旅游形成了具有一定竞争优势的旅游地品牌。但目前,桂林旅游却面临着巨大的外部和内部危机。文章根据旅游地品牌竞争力的评价指标体系,采用模糊综合评价法,测评出桂林旅游品牌竞争力不容乐观,要提高桂林旅游品牌的竞争力必须进行有效的品牌延伸、品牌管理和品牌营销。

Tourist destination brand is a unique commitment of tour experience for visitors provided by the tourist destination, and brand competition is the high-end form of tourist destination competition. With the extinguished tourist resources and good external opportunities, Guilin＇s tourism industry has formed a certain competitive tourist destination brand, but it faces enormous extcmal and internal crisis. According to the evaluation index system of tourist destination brand＇s competitiveness, using fuzzy comprehensive evaluation, we draw an conclusion that the competitiveness of Guilin＇s tourism brand is not optimistic. To enhance it, effective brand extension ,brand management and brand marketing are needed.