中国大陆省域旅游目的地品牌竞争力研究--基于可视的世界级和国家级景区品牌视角

Research on Brand Competitiveness of Provincial Tourism Destination in China's Mainland——Based on the Visual World and National Class Scenic Spot Brand Perspective

本文从可视的世界级(世界自然和文化双遗产、世界自然遗产、世界文化遗产、世界自然景观遗产、世界地质公园)和国家级(国家自然和文化双遗产、国家自然遗产、4A和5A景区、国家地质公园、国家森林公园、国家风景名胜区、国家自然保护区、国家水利景区、国家湿地公园)景区品牌视角,运用层次分析法(AHP)对中国大陆31个省域旅游目的地品牌竞争力进行研究。研究结果表明,世界级景区品牌和国家级景区品牌权重比为9∶1,其中,世界自然和文化双遗产尤其重要,31个省域旅游目的地品牌竞争力差别较大,四川以3.5872遥遥领先,天津以0.3105垫底,离散值达到3.2767,大体可分成"超强型、极强型、强型、一般型、弱型、极弱型、超弱型"七个集合,东部强于中西部,华东区域优于其他区域。整体而言,呈现华东、西南、华中、华北、西北、东北由强而弱,长江流域和黄河流域明显强于其他流域,边疆区域除了云南和黑龙江相对较高外,其他边疆区域明显偏低,四大直辖市竞争力明显偏低的分布态势。

With the rapid growth of the tourism industry and the constant change of tourism consumer consumption patterns,tourism destination competition is being intensified because consumers＇ demand is being changed and consumers＇ brand dependence is strengthening in the choice of tourist destination.As the reality is that tourism consumers often choose a certain province firstly when they choose their travel destination,the provincial governments and tourism enterprises are trying to create tourism brand image and make the various channels for joint marketing.It is an effective way to create a regional tourism destination brand and to enhance the competitiveness of regional tourism destination through the integration of regional tourism resources to declare world-class and national scenic brand.There is a great difference between these visual world-class and national scenic spots in the importance of the brand image of the tourism destination,which can be assigned to the weight by the analytic hierarchy process.The provincial can also be analyzed by comparing the total score of their competitiveness to promote provincial tourism destination so that the reception environment can be improved and tourism resources can be developed scientifically to enhance competitiveness.This study researches on brand competitiveness of 31 provincial tourism destinations in China's Mainland by using AHP from the visual world and national class scenic spot brand perspective.The visual world-class scenic spot includes World Natural and Cultural Inheritance,World Natural Heritage,World Cultural Heritage,World Natural Landscape Heritage and World Geological Park.The visual national class scenic spot includes National Natural and Cultural Inheritance,National Natural Heritage,Class 4A and 5A Scenic Spot,National Geological Park,National Forest Park,National Landscape and Historic Sites,National Nature Reserve,National Water Conservancy Scenic Areas and National Wetland Park.Research results show the weight ratio of the world-class scenic brand and national brand scenic is 9：1,in which World Natural and Cultural Inheritance are especially important.There is a large difference among 31 provincial tourism destination brand competitiveness,in which the discrete value is3.2767 between the first（Sichuan） with 3.5872 and the last（Tianjin） with 0.3105.It can be divided into seven sets including super strong,very strong,strong,general,weak,very weak and super weak.The eastern region is stronger than the central and the west and east China region is better than other regions.Overall,there are four distribution trends.The first is from strong to weak with the sequence of east,southwest,central,north,northwest and northeast of China.The second is the Yangtze River Watershed and the Yellow River Watershed areas are stronger than other watershed obviously.The third is the border areas are significantly low except that Yunnan and Heilongjiang are relatively high.The fourth is the four municipalities directly under the central government are obviously low.It shows that there is a big difference among the provincial brand.Each province should tap the regional tourism resources fully and integrate the natural and cultural resources on the basis of provincial brand to get the national level scenic spot brand,or even a world-class tourism brand,to enhance the competitiveness.Subsequent research can bring into more national brands such as History and Cultural City,Traditional Chinese Village,National Resort District,State-level Ecological Tourism Demonstration Area and combine with government policy and implementation capacity,economic capacity,traffic condition,people＇s quality factors for further comprehensive study.