摘要
随着中国旅游业的发展,旅游业的竞争也从旅游资源、产品的竞争升级为旅游品牌的竞争,全域旅游也已经上升为提高我国旅游业高质量发展的国家战略.因此,在全域旅游背景下对旅游目的地品牌进行评价,有利于识别旅游目的地品牌竞争力的影响因素、现状,从而为加快全国各地旅游目的地品牌竞争力提供参考.结合全域旅游背景,引入品牌竞争力模型,从旅游目的地品牌基础能力、管理能力、市场能力三个维度构建了旅游目的地品牌竞争力评价体系;利用熵权TOPSIS法,对云南省16个州市进行评价和分析,得出云南各地区旅游目的地品牌竞争力的发展现状,并针对性的提出了提升策略,以期能够为其他旅游目的地品牌建设和评价提供参考.
With the development of China’s tourism industry,the competition of tourism industry has been upgraded from the competition of tourism resources and products to the competition of tourism brands,and comprehensive tourism has also become a national strategy to improve the high-quality development of China’s tourism industry.Therefore,in the context of comprehensive tourism,the evaluation of tourism destination brand is conducive to identify the influencing factors and current situation of tourism destination brand competitiveness,in order to provide a reference for accelerating the competitiveness of tourism destination brand all over the country.Based on the comprehensive tourism background,this paper introduces the model of brand competitiveness,constructs the evaluation system of tourism destination brand competitiveness from three dimensions:fundamental ability,management competence,market profitability.First,by using the entropy weight TOPSIS method,it evaluates and analyzes 16 regions of Yunnan Province.Then,the development status of tourism destination brand competitiveness in these various regions is obtained.Accordingly,specific promotion strategies are proposed.We hope our research could provide reference for brand construction and evaluation of other tourism destinations.
作者
袁胜军
王仕倩
YUAN Sheng-jun;WANG Shi-qian(School of Business,Guilin University of Electronic Technology,Guilin 541004,China)
出处
《数学的实践与认识》
2021年第9期59-71,共13页
Mathematics in Practice and Theory
基金
国家自然科学基金-区域品牌化过程与效应发生机制研究-基于多案例质性研究(71862008)
教育部人文社科基金项目(18XJA630007)
广西哲学社会科学项目(17BGL004)
桂林电子科技大学研究生教育创新计划项目(2019YCXS071)。
