景区网站品牌建设研究——以第一批66家5A景区为例  

Research on the Brand Construction of Scenic Spot Websites:Taking China's First Batch of 66 5A-class Scenic Spots as an Example

作　　者：吴开军 刁佩旋 张薇 

机构地区：[1]广东财经大学地理与旅游学院,广东广州510320

出　　处：《湖北工程学院学报》2018年第2期78-84,共7页Journal of Hubei Engineering University

基　　金：广东省哲学社会科学基金资助项目(GD17XGL46);广东省教育厅研究生教改项目(2016JGXM_MS_33);广州市哲学社会科学发展基金资助项目(2018GZYB76)

摘　　要：随着互联网技术的发展,人们倾向于通过景区网站搜索旅游信息,网上进行预订,因此景区网站品牌建设日益重要。本文以我国第一批66家5A级景区为研究对象,参考景区网站评价细则,通过专业网站评估员计算各景区网站品牌建设分值,以总分高低把景区网站分为五个不同星级品牌网站。研究发现景区网站品牌建设元素与旅游目的地价值属性的一致性程度越高,景区网站的品牌建设成效越显著,旅游目的地越能通过景区网站树立特有的形象。With the development of Internet technology,people tend to search for tourist information and make online reservation through scenic spot websites.Hence the brand construction of scenic spot websites has been increasingly important.This paper takes the first batch of 66 5A-class scenic spots in China as the research objects and the evaluation rules of the scenic spot websites as reference,calculates the value of the brand construction for each scenic spot website through professional website evaluators,and then divides the scenic spot websites into five different star-brand websites based on the total score.Results revealed that the higher the consistency of the brand elements of the scenic spot websites and the value attributes of tourist destinations,the more significant the brand construction effect of the scenic spots was,the more the tourist destination was able to set up the unique image through scenic spot websites.

关 键 词：景区网站 品牌建设 66家5A景区 

分 类 号：F590.3[经济管理—旅游管理]