宁波旅游品牌场强效用及其优化机制研究

Researches on Field Utility and Optimization Mechanism of Tourism Brand in Ningbo

以宁波市为例,采用logistic模型,运用表征区域性旅游经济差异的Theil指数、表征注意力经济的注意力指数测度城市旅游品牌场强效应及其优化机制。研究发现:1宁波市旅游品牌的树立促使该城市与周围城市引力场形成互补优势,进而凝聚为该城市注意力经济。2宁波城市旅游品牌在市域内极化效用逐步缩小,辐射范围扩散均匀,在省域间极化区域在浙江省西北部,扩散方向转向东北部和南部部分区域。3宁波城市旅游品牌在均衡区域旅游经济中贡献突出,旅游吸引范围日益扩大;城市旅游品牌生命周期特征累积效用显著,正由"S"型向"倒U"模式转变,转变过程中城市旅游品牌场强效用逐步增强。4宁波城市旅游品牌场强趋强,创新因子活跃,即时特征显著,其中与旅游服务功能紧密相关的品牌因子对场强效用贡献程度高,与当地居民生活有交叉使用的品牌因子贡献程度低。研究结果启示城市旅游发展既要注重整体影响力塑造,更应审时度势进行创新因素的培育以形成新动力。

With the aid of data related to tourism and economic indicators,the field utility effect and optimization mechanism of tourism brand in Ningbo is measured by Logistic model,Theil index and the attention index.The following conclusions are drawn：（1） Tourism brand of Ningbo promote the city to formate complementary advantages in gravitational field and formate the attention economy with the surrounding cities.（2） The field utility of tourism brand in Ningbo is reduced gradually,and the scope of radiation diffuses uniformity; In addition,the polarization effect in the internal of Zhejiang lies in the northwest of Zhejiang province,the diffusion directs to part of the region of northeast and south Ningbo.（3） Tourism brand＇s contribution of Ningbo is outstanding in the balance of regional tourism economy,and contributed to expand tourist attracting scope;Besides,the life cycle characteristics of urban tourism brand has the cumulative effect,translating into the ＂inverted U＂model from the＂S＂type pattern,and the field utility effect in the changing process is gradually increased.（4） The field utility of Ningbo＇s tourism brand is stronger,and the innovation mechanism is so active that present significant real- time characteristics.In addition,the contribution degree of brand factors which are closely related with the tourism service function is high,and the opposite is low.The results revelate that planners should not only focus on the overall impact of tourism development,but also to cultivate innovative factors in the formation of new power.