生态位理论视角下区域城市旅游品牌系统构建研究——以山东省会都市圈为例

System Building of Regional Urban Tourism Brands Based on Niche Theory: Case Study of the Shandong Provincial Capital Metropolitan Area

区域合作旨在建立关联紧密、具有结构强度的城市合作体系,提高区域整体吸引力和竞争力,形成共同抵御风险的机制。传统的城市发展聚焦于内部资源配置,忽略外部资源的引入和整合,从而引发区域间壁垒高筑,阻碍区域合作体系的建立。因此,如何借助城市品牌联合构建区域合作机制成为当前的热点。目前的区域合作研究大多以定性分析为主,品牌合作体系主要建立在历史经验判断以及阶段性市场表现的基础上,缺乏对品牌内部结构的剖析。鉴于此,文章以旅游品牌系统构建为切入点,引入生态位理论的数理研究方法,定量分析区域内各城市旅游品牌发展现状以及相互间竞争态势,并明晰品牌合作机制和发展策略。文章选取山东省会都市圈城市旅游品牌体系作为实证研究对象,着眼于区域城市旅游品牌体系内部生态系统的分析,设计了城市品牌生态位强度评价的指标体系,测算品牌间生态重叠度和生态位强度,明确单体旅游品牌的竞争力及其主要竞争对手,提炼出品牌体系中承担关键种作用的城市旅游品牌,梳理单体品牌在体系中的地位,并重构层次分明的区域城市旅游品牌合作体系,最后提出了泛化与特化、错位竞争、扩充与强化以及和谐共生的品牌竞争策略,并指出各种策略组合的适用条件。

With the rapid development of domestic tourism and the intensive competition in this area, regional tourism cooperation has become more competitive. This competitiveness helps to maintain the sustainable development of tourism destinations and improve the attractiveness of regional tourism resources. Previously, traditional city development has focused on internal resource allocation and ignored the introduction of external resources that block the integration of regional tourism and the establishment of a tourism cooperation system. Tourism cooperation based on each city＇ s tourism brand is the most direct and convenient way for the integration of regional cooperation mechanisms. The current study of regional urban tourism brands uses mainly qualitative analysis and a cooperative system based on the historical experience and judgments of periodic market performance. However, this system unfortunately lacks a thorough analysis of the internal structure of the brand. This article therefore： introduces niche theory and mathematical methods to regional urban tourism brand cooperation research; quantitatively analyses the current development situation and the competition between these brands; and explores the brand cooperation mechanism and development strategies. Previous studies on regional urban tourism brand cooperation have focused on the concept and strategies of regional urban tourism brands through qualitative research based on empirical analysis..9 The brand positioning of core cities has been used to study the current situation of the tourist market and tourism resources development. These studies tend to overlook the emerging tourist cities and tourism resources, which leads to a one-sided view of regional tourism brand positioning and a low participation rate by rising tourism cities. The qualitative method also undervalues the science of the brand system, and the universality of research methods, which is unfavorable to brand system research. Despite the rapid development of regional urban tourism brands in recent years problems exist （such as low brand awareness, the lack of brand influence and a high renewal frequency of brands） that hinder the improvement of brand awareness and its reputation. This article analyzes the establishment of a regional urban tourism brand cooperation system based on the theories of a life system, that is, the brand system as an organism. It introduces niche theory metrics and explores the system of urban tourism brand cooperation from the perspectives of niche symbiosis, niche overlapping and resource contention. Then it puts forward the cooperation strategies of urban tourism brands, taking into account the development paths of individual cities. Using the brands of cities in the Shandong provincial capital metropolitan area, it focuses on ecosystems of the regional urban tourism brand, builds an index system to determine the degree of niche overlap and strength of each brand, and gains a clear understanding of a single tourism brand＇ s competitiveness with its major competitors. It also examines the core brand known as the ＇ key species＇ , rebuilds a structured system of regional urban tourist brands, and proposes the general development strategy of the tourist brand. This article further describes three types of competition strategy-generalization and specialization; expansion and strengthening; and harmonious coexistence-and describes how to choose among them.