市场化运营下乡村旅游目的地的品牌提升路径研究  

How to Promote the Branding of Rural Tourism Destination:Tripartite Evolutionary Game Analysis

作　　者：孙泽南 庄晋财[1] 李娟 SUN Zenan;ZHUANG Jincai;LI Juan(School of Management,Jiangsu University,Zhenjiang 212013,China;Business School,Guilin University of Electronic Technology,Guilin 541004,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013 [2]桂林电子科技大学商学院,广西桂林541004

出　　处：《运筹与管理》2023年第12期226-232,I0071,共8页Operations Research and Management Science

基　　金：国家社会科学基金资助项目(19BGL149)。

摘　　要：引进专业运营主体,以推进目的地品牌化发展,对于突破乡村旅游业的同质化困境具有重要意义。研究聚焦于市场化运营下,乡村旅游目的地的品牌提升问题,基于品牌资产理论构建了运营公司、地方政府和本地乡村旅游业态的三方演化博弈模型,并通过模型求解和数值仿真,分析了乡村旅游目的地品牌提升的影响因素和基本路径。结果表明,地方政府提高补贴和奖励力度有助于推动乡村旅游目的地的品牌提升工作,从政府单方面参与的幼稚期步入三方共同参与的成长期。在目的地品牌效应充分发挥之后,上级政府调整对地方政府的补贴和奖励政策有助于引导地方政府逐步退出市场干预,进而推动乡村旅游目的地品牌提升进入运营公司和本地乡村旅游业态自主参与的成熟期,而延长乡村旅游目的地的品牌提升成熟期的关键,在于健全并维系二者间的互惠机制。Rural tourism in China has made a significant progress with the support of various levels of government.However,the past government-led development model has overlooked the construction of destination brands,resulting in severe homogenization of rural tourism products,making it increasingly challenging to meet the diverse and personalized needs of tourists.To address these issues,many regions are exploring market-oriented approaches by introducing operational companies to lead destination brand construction,promoting the development of rural tourism industry.Drawing from brand asset theory,destination brand enhancement requires simultaneous improvements in brand image,perceived quality,and experience.While introducing operational companies can support the construction of destination brand image,relying solely on them cannot simultaneously enhance brand perceived quality and promotion.Advancing rural tourism destination brand enhancement requires establishing stable cooperation between operational companies and local rural tourism product providers,involving them jointly in the construction of the destination brand.To achieve this,local governments often implement subsidy policies to encourage the participation of operational companies and local rural tourism enterprises in destination brand construction.However,sustained improvement in rural tourism destination brand relies on the autonomous participation of operational companies and local enterprises,rather than prolonged high subsidies and management costs by the government.Therefore,this study aims to investigate the strategic choices of operational companies,local rural tourism enterprises,and local governments by employing evolutionary game theory.By analyzing the factors and basic pathways influencing rural tourism destination brand enhancement through model solving and numerical simulation,the study provides practical insights for higher-level governments to promote the enhancement of rural tourism destination brands.The research findings indicate that the

关 键 词：乡村旅游 品牌提升 景区运营 乡村运营 演化博弈 

分 类 号：F320.2[经济管理—产业经济]