城市文化口碑对景点品牌价值的交互式嵌入研究

Research on Interactive Embeddedness of Urban Cultural Word-of-Mouth in Tourist Attractions Brand Value

本文基于品牌信号生成与传播的视角,构建城市景点品牌生成的机制框架,通过文本分析及层次分析,评估并比较北京、上海、香港等不同城市的景点品牌分值差异,阐释城市文化口碑对景点品牌价值的交互式嵌入影响。研究表明:城市景点品牌价值以旅游竞争优势为基础,且又受城市文化口碑的嵌入与干扰;城市不同景点均体现出独特的城市文化内涵,共同组成城市文化口碑的物质载体,两者存在"俱损俱荣"的交互作用。

Based on the perspective of brand generation and communication , this paper builds formation mechanism of urban tourist attractions brand .Then, the paper compares cultural tourism brands value score of Beijing , Shanghai and Hong Kong by text analysis and analytic hierarchy process , in order to measure the difference embedding degree of urban culture word-of-mouth.This research shows that：based on cultural tourism competitive advantage , urban tourist attrac-tions brand is embedded interference of urban cultural word-of-mouth; different culture tourist attractions reflect in u-nique urban cultural characteristics , together constitute the material carrier of urban culture word-of-mouth and interact with each other .