中国大陆省域旅游目的地品牌竞争力研究--基于可视的世界级和国家级景区品牌视角  

Research on Brand Competitiveness of Provincial Tourism Destination in China's Mainland——Based on the Visual World and National Class Scenic Spot Brand Perspective

作　　者：吴开军[1] 

机构地区：[1]广东财经大学地理与旅游学院,广州510320

出　　处：《经济管理》2016年第6期154-165,共12页Business and Management Journal ( BMJ )

基　　金：教育部人文社科规划基金项目:“基于‘竞合’联盟视角的两岸四地跨区域旅游业协同发展研究--以会展旅游为例”(11YJC630224);广东省教育研究院规划基金项目:“基于战略联盟视角的高等学校协同创新发展研究--以‘两岸四地’旅游管理专业为例”(GDJY-2014-C-b009)

摘　　要：本文从可视的世界级(世界自然和文化双遗产、世界自然遗产、世界文化遗产、世界自然景观遗产、世界地质公园)和国家级(国家自然和文化双遗产、国家自然遗产、4A和5A景区、国家地质公园、国家森林公园、国家风景名胜区、国家自然保护区、国家水利景区、国家湿地公园)景区品牌视角,运用层次分析法(AHP)对中国大陆31个省域旅游目的地品牌竞争力进行研究。研究结果表明,世界级景区品牌和国家级景区品牌权重比为9∶1,其中,世界自然和文化双遗产尤其重要,31个省域旅游目的地品牌竞争力差别较大,四川以3.5872遥遥领先,天津以0.3105垫底,离散值达到3.2767,大体可分成"超强型、极强型、强型、一般型、弱型、极弱型、超弱型"七个集合,东部强于中西部,华东区域优于其他区域。整体而言,呈现华东、西南、华中、华北、西北、东北由强而弱,长江流域和黄河流域明显强于其他流域,边疆区域除了云南和黑龙江相对较高外,其他边疆区域明显偏低,四大直辖市竞争力明显偏低的分布态势。With the rapid growth of the tourism industry and the constant change of tourism consumer consumption patterns,tourism destination competition is being intensified because consumers＇ demand is being changed and consumers＇ brand dependence is strengthening in the choice of tourist destination.As the reality is that tourism consumers often choose a certain province firstly when they choose their travel destination,the provincial governments and tourism enterprises are trying to create tourism brand image and make the various channels for joint marketing.It is an effective way to create a regional tourism destination brand and to enhance the competitiveness of regional tourism destination through the integration of regional tourism resources to declare world-class and national scenic brand.There is a great difference between these visual world-class and national scenic spots in the importance of the brand image of the tourism destination,which can be assigned to the weight by the analytic hierarchy process.The provincial can also be analyzed by comparing the total score of their competitiveness to promote provincial tourism destination so that the reception environment can be improved and tourism resources can be developed scientifically to enhance competitiveness.This study researches on brand competitiveness of 31 provincial tourism destinations in China's Mainland by using AHP from the visual world and national class scenic spot brand perspective.The visual world-class scenic spot includes World Natural and Cultural Inheritance,World Natural Heritage,World Cultural Heritage,World Natural Landscape Heritage and World Geological Park.The visual national class scenic spot includes National Natural and Cultural Inheritance,National Natural Heritage,Class 4A and 5A Scenic Spot,National Geological Park,National Forest Park,National Landscape and Historic Sites,National Nature Reserve,National Water Conservancy Scenic Areas and National Wetland Park.Research results show the weight ratio of the world-class scenic br

关 键 词：省域旅游目的地 品牌竞争力 可视景区品牌 

分 类 号：F59[经济管理—旅游管理]