青藏高原旅游品牌基因识别及内部差异化分区

Identification and Internal Differentiation Zoning of Tourism Brand Genes in the Qinghai-Tibet Plateau

品牌基因理论为研究区域旅游品牌内部差异提供了全新视角。文章构建了旅游品牌基因识别的二元建构框架,运用大数据分析、内容分析和空间分析的混合研究方法,对青藏高原20个地级市的文本和图片资料进行品牌基因的识别和提取,以探讨青藏高原旅游品牌基因的内部差异和空间特征。结果表明:(1)青藏高原的旅游品牌基因识别框架由5个基因维度和14个基因子维度组成。不同地级市的品牌主体基因相似,但品牌附着、混合、变异和价值观念基因存在明显差异,呈现出整体品牌形象趋同、不同地级市品牌基因特性趋异的特点。(2)品牌主体、附着、混合、变异和价值观念基因在青藏高原呈现出阶梯形广域分布、沿边缘地带分布、两点式分布、东西分异与南北分化、东北部高度聚集的不同空间分布特征。(3)根据旅游品牌基因的影响程度,将青藏高原整体划分为旅游品牌核心区和扩展区2大品牌区以及5类品牌子区,每类品牌区的主导基因和功能各不相同。通过识别和提取旅游品牌基因特质内涵,不仅可以为品牌个性化建设提供更有价值的策略参考,同时也能够更加完善目的地旅游品牌营销理论体系。

Brand gene theory provides a new perspective for studying the internal differences of regional tourism brands.This article constructs a binary construct framework for brand gene identification,and applies a mixed research method of big data analysis,content analysis and spatial analysis to identify and extract brand genes from textual and pictorial materials of 20 prefecture-level cities in the Qinghai-Tibet Plateau in order to explore the internal differences and spatial characteristics of tourism brand genes in the Qinghai-Tibet Plateau.The results show that:1)The tourism brand gene identification framework of the Qinghai-Tibet Plateau consists of 5 gene dimensions and 14 gene sub-dimensions.The brand body genes are similar in different prefecture-level cities,but there are obvious differences in the brand attachment,mixing,variation and value genes,which show a convergence of the overall brand image and a convergence of the brand gene characteristics of different prefecture-level cities.2)The tourism brand body,attachment,mixing,variation and value genes in Qinghai-Tibet Plateau have a stepped wide-area distribution,a distribution along the fringe areas,a two-point distribution,an east-west divergence and a north-south divergence,a highly aggregated spatial distribution in the northeast,and a highly aggregated spatial distribution in the northeast,with a high degree of spatial diversity in the northeast.3)According to the influence degree of tourism brand genes,it is divided into two brand regions in the Qinghai-Tibet Plateau,which is the core region and the expansion region respectively,as well as five types of brand sub-regions,each of which has different dominant genes and functions.Identifying and extracting the connotations of tourism brand gene characteristics can provide more valuable strategic references for the construction of brand personalization,and improve the theoretical system of destination brand marketing.