摘要
旅游业已成为当今世界最具发展活力和潜力的国民经济大产业,在国民经济全局中的重要地位日益提升,部分地区已将其作为支柱产业,涉及多个关联行业,旅游品牌化对旅游产业乃至多个行业的发展愈加重要。本文通过构建包含经济价值、社会价值、文化价值、生态价值和游客感知五个准则层22个二级指标的张掖丹霞旅游品牌效应评价体系,采用层次分析法(AHP)和模糊综合评价法全面系统地评价张掖丹霞旅游品牌效应,综合得分为84.38。最终指出提高文旅融合度、加强丹霞景区资源保护与开发、注重游客体验与感知等提升张掖丹霞旅游品牌效应的对策建议。
Tourism has become the most dynamic and potential national economy industry in today’s world,and its important position in the overall national economy is increasing,and some regions have made it a pillar industry,involving several related industries.In this paper,the branding effect of Zhangye Danxia tourism is evaluated systemat⁃ically by constructing 22 secondary indicators in five criteria levels,including economic value,social value,cultural value,ecological value and tourists’perception,and the branding effect of Zhangye Danxia tourism is evaluated com⁃prehensively and systematically by using hierarchical analysis(AHP)and fuzzy comprehensive evaluation method,with a comprehensive score of 84.38.The evaluation of the brand effect of Zhangye Danxia tourism was carried out us⁃ing hierarchical analysis(AHP)and fuzzy method.
作者
杨瑚
张霖
蔡雪玲
Yang Hu;Zhang Lin;Cai Xue-ling(School of Economics and Management,Hexi University,Zhangye Gansu 734000;Zhangye Shanshui Culture,Sports and Tourism Group Limited Company,Zhangye Gansu 734000;School of Accounting,Lanzhou University of Finance and Economics,Lanzhou Gansu 730020)
出处
《河西学院学报》
2022年第1期88-96,111,共10页
Journal of Hexi University
基金
2021年度高等学校产业支撑计划项目“张掖丹霞旅游品牌效应与发展战略研究”(项目编号:2021CYZC-65)
国家级大学生创新创业训练项目“张掖丹霞旅游品牌效应提升研究”(项目编号:202110740017)。
关键词
旅游业
品牌效应
层次分析法
模糊综合评价法
Tourism
Brand Effect
Analytic Hierarchy Process
Fuzzy Comprehensive Evaluation Method
