杜蒙县乡村旅游品牌整合绩效实证研究  

An Empirical Study on the Performance of Rural Tourism Brand Integration in Durbert Mongolian Autonomous County

作　　者：李莉[1] 潘龙 LI Li;PAN Long(Heilongjiang Bayi Agricultual University,Daqing,Heilongjiang 163319,China)

机构地区：[1]黑龙江八一农垦大学,黑龙江大庆163319

出　　处：《天津农业科学》2019年第6期55-60,共6页Tianjin Agricultural Sciences

基　　金：黑龙江八一农垦大学2018年度人文社会科学人才支持计划项目(基础培育项目)(RRCPY201805)

摘　　要：为分析乡村旅游品牌整合能否促进乡村旅游的发展,找到影响乡村旅游发展的因素,提出能够促进乡村旅游发展的对策,运用案例实证研究法,以杜尔伯特蒙古族自治县乡村旅游品牌整合为案例,采用排序选择计量模型对乡村旅游品牌整合绩效及其影响因素进行实证检验。结果表明,通过实施乡村旅游品牌整合可以提高企业品牌竞争力、市场力、塑造力、支持力和发展力,对被调查企业总体绩效得分结果进行加权求和并进行排序可知,品牌发展力(607.3)>品牌支持力(587.2)>品牌塑造力(514.1)>品牌市场力(420.6)>品牌竞争力(353.0)。乡村旅游品牌整合对企业品牌绩效具有显著影响的因素是政府完善规章制度、完善基础设施的建设、推动旅游市场体系完善、健全品牌危机预警机制、推广品牌整合成功的行业经验、推广旅游服务质量检测和标准化服务、积极构建旅游区域品牌的营销管理、积极推动旅游区域品牌的文化建设和积极实施旅游区域品牌的网络营销,本文对诸因素从乡村旅游品牌扶持、监督、服务指导和营销推广等4个方面提出相应的对策建议。In order to analyze whether rural tourism brand integration can promote the development of rural tourism, find out the factors which affect the development of rural tourism, and put forward countermeasures to promote the development of rural tourism. With the case study method, this paper took the rural tourism brand integration of Duerbert Mongolian Autonomous County as a case, and used the ranking selection econometric model to test the rural tourism brand integration performance and its influencing factors. It showed that the rural tourism brand integration could significantly improve the competitiveness, market power, shaping power, support power and development power of enterprise brand. For the enterprise under investigation, conduct weighted summation of the results of overall performance scores and sorted, as it was shown: brand development power(607.3)>brand support power (587.2)>brand shaping power(514.1)>brand marketing power (420.6)>brand competitive power(353). The significant influence of rural tourism brand integration on brand integration performance was how to improve rules and regulations, actively construct infrastructure, improve the tourism market system, strengthen the brand crisis management, promote industry successful experience, spread the quality testing of tourism services and standardized services, actively set up the system of marketing management, strengthen the construction of brand culture, and actively implement the rural tourism integration of the network marketing of the brand by using of electronic commerce. According to the above factors, the countermeasures and suggestions were put forward from 4 aspects including supporting, supervision, guidance and promotion to rural tourism brand.

关 键 词：旅游品牌 计量模型 乡村旅游 政府政策 品牌绩效 

分 类 号：F590[经济管理—旅游管理]