基于AHP的旅游文化品牌竞争力评价研究——以陕西省商洛市为例

Research on Evaluation of Tourism Cultural Brand Competitiveness Based on AHP:A Case Study of Shangluo City,Shaanxi Province

从品牌竞争环境、品牌竞争过程、品牌竞争资源和品牌竞争潜在要素4个方面15个指标构建了商洛旅游文化品牌竞争力指标体系,采用模糊综合评价法测评出商洛旅游文化品牌竞争力总体一般,在人力资源、旅游文化服务、品牌创新和品牌运作上得分较低,建议通过加强景区管理提高旅游文化服务质量、创新特色旅游文化产品丰富旅游文化品牌内涵、完善企业人才培养机制以及培养意见领袖转变营销模式等措施来提升商洛旅游文化品牌竞争力。

The Shangluo tourism culture brand competitiveness index system was constructed from 15 indicators in four aspects:brand competition environment,brand competition process,brand competition resources and potential elements of brand competition.The fuzzy comprehensive evaluation method was used to evaluate the overall competitiveness of Shangluo tourism culture brand,with low scores in human resources,tourism and cultural services,brand innovation and operation.It is recommended to strengthen the management of scenic spots to improve the quality of tourism and cultural services,innovate and feature tourism and cultural products to enrich the connotation of tourism and cultural brands,improve the corporate talent training system and cultivate opinion leaders to change marketing model and other measures to enhance the competitiveness of tourism culture brand in Shangluo.