基于品牌信用度的旅游品牌价值定量评估——以韶关为例  

Brand Value Quantitative Evaluation of Ecotourism Based on Brand Credit Degree——Taking Shaoguan Area as an Example

作　　者：杨佳利[1] YANG Jia-li(School Economics and Management,Shaoguan University,Shaoguan 512005,Guangdong,China)

机构地区：[1]韶关学院经济管理学院,广东韶关512005

出　　处：《韶关学院学报》2018年第10期77-83,共7页Journal of Shaoguan University

基　　金：韶关市哲学社会科学规划课题"环境约束下绿色农业全要素生产率测算与农业转型升级路径研究--基于韶关农业数据的实证"(J2018002)

摘　　要：品牌价值是一定时期内凝聚在品牌中给企业带来附加收益的当期折现值,品牌信用度决定了旅游产业的品牌价值并为景区资产经营管理提供客观依据。构建基于品牌信用度的品牌价值计量模型,通过实地调研获取数据,运用收益现值法对韶关旅游品牌价值进行定量评估。结果显示:基于人均旅游花费的品牌价值约为1 314亿元,基于门票价的品牌价值约为102亿元。Brand value is the current value of brand＇s future earnings. Brand credit degree determines the brand value of ecotourism industry and provides an objective basis for the scenic spots asset management. This essay constructs the econometric model based on BCD theory, evaluates Shaoguan ecotourism industry brand value through field investigation and data acquisition by using present value method. The result shows the brand value of ecotourism in Shaoguan is 131.4 billion and 10.2 billion based on total cost of per capita and ticket price respectively.

关 键 词：品牌价值 品牌信用度 计量模型 收益现值法 韶关 旅游 

分 类 号：F590.8[经济管理—旅游管理]