黄河流域旅游联盟协调发展研究--基于旅游区域品牌价值视角  

Study on Coordinated Development of Tourism Alliance in the Yellow River Basin From the Perspective of the Value of Tourism Place Brand

作　　者：朱向梅[1] 张彬 张静 ZHU Xiang-mei;ZHANG Bin;ZHANG Jing(School of Economics and Management,North University of China,Taiyuan 030051,China)

机构地区：[1]中北大学经济与管理学院,山西太原030051

出　　处：《资源开发与市场》2022年第8期1006-1014,共9页Resource Development & Market

基　　金：山西省软科学研究项目(编号:2018011011-1);山西省社科联重点研究课题(编号:SSKLZDKT2016104)。

摘　　要：将区域宏观视角融入品牌价值评价中,创建旅游区域品牌价值评估模型,实证分析黄河流域旅游联盟9省区的旅游区域品牌价值,并借助引力模型构建旅游区域品牌价值网络,通过网络分析法解构黄河流域旅游联盟9省区内部的关联关系,为寻求联盟的协调发展提供理论依据。结果表明:①黄河流域旅游联盟的旅游区域品牌价值整体偏低,发展极不均衡,品牌价值高值区聚集在南部区域的川陕晋鲁豫,低值区为北部区域的蒙甘青宁。②川陕晋鲁豫的旅游联系多且强,协调关系好;蒙甘青宁的联系少且弱,协调发展差。③晋陕川作为联盟的核心和桥梁发挥主导作用。④晋鲁豫的旅游关联最充分,在联盟内结成旅游金三角,并以高净值向其他省份溢出影响;陕川是联结东西尤其是进入联盟西北地区的重要桥梁通道;蒙甘青宁是旅游价值低洼地,需要加大投入和开发力度。This paper integrated the district perspective into the evaluation of brand value,established the valuation model of tourism place brand,and analyzed the value of tourism place brand of the nine provinces in the Yellow River Basin tourism alliance.Then,this paper constructed the value network of tourism place brand by employing the gravity model,and deconstructed the internal relationship of the Yellow River Basin tourism alliance through network analysis method,providing theoretical support for making the coordinated development of the alliance.The results showed that:①The general value of tourism place brand was relatively low,and the development was extremely uneven.The regions with high value of place brand were in the south,including Sichuan,Shaanxi,Shanxi,Shandong and Henan,while the regions with low value of place brand were in the north,including Inner Mongolia,Gansu,Qinghai and Ningxia.②Between Sichuan,Shaanxi,Shanxi,Shandong and Henan,the tourism links were numerous and strong,and their tourism coordination was good,while between Inner Mongolia,Gansu,Qinghai and Ningxia,their tourism links were few and weak,and their coordination was poor.③Shanxi,Shaanxi and Sichuan played the leading roles as the cores and bridges in the alliance.④Shanxi,Shandong and Henan had the best tourism connection,forming a tourism golden triangle within the alliance,and spilling over high net value to other provinces.Shaanxi and Sichuan were the important bridges connecting the east and the west of the alliance,especially entering the alliance′s northwest.Inner Mongolia,Gansu,Qinghai and Ningxia were low-lying areas of tourism value,which needed to increase investment and development efforts.

关 键 词：旅游区域品牌价值 黄河流域 旅游联盟 社会网络 

分 类 号：F592[经济管理—旅游管理] F273.2[经济管理—产业经济]