生态旅游目的地品牌建设绩效评价与分析--以无锡市太湖鼋头渚风景区为例  

Performance Evaluation and Analysis of Ecotourism Destination Branding--Taking Taihu Lake Yuantouzhu Scenic Area in Wuxi City as an Example

作　　者：蒋燕霞 陈光炬 Jiang Yanxia;Chen Guangju(School of Economics and Management,Huzhou Normal University,Huzhou 313000,Zhejiang,China)

机构地区：[1]湖州师范学院经济管理学院,浙江湖州313000

出　　处：《绿色科技》2025年第1期188-194,共7页Journal of Green Science and Technology

基　　金：国家社科基金重点项目(编号:21AMZ009)。

摘　　要：随着经济社会全面深入向绿色转型,生态旅游呈资源竞争、产品竞争、品牌竞争的快速迭代态势,生态旅游目的地品牌建设日益凸显其重要性和紧迫性,科学评价品牌建设的绩效及分析存在的问题,事关旅游目的地的发展走向和成败。本文通过构建生态旅游目的地品牌绩效评价体系,运用问卷调查法和主成分分析法,对无锡市太湖鼋头渚风景区进行了全面评价和系统分析。研究表明:太湖鼋头渚风景区品牌认知模糊、品牌质量不高、品牌个性不足、品牌营销乏力,由此导致品牌知名度和影响力有限。从强化形象设计,提高品牌辨识度、完善服务设施、延伸品牌展示面、增加科普标识,彰显品牌个性化、创新营销策略、提升品牌竞争力等方面提出了建议,以期提供参考。With the deepening of the comprehensive green transformation of the economy and society,ecotourism presents a rapid iterative trend of resource competition,product competition and brand competition,and the bran-ding of ecotourism destinations highlights its importance and urgency.By constructing the brand performance e-valuation system of ecotourism destinations,this paper used the questionnaire survey method and principal com-ponent analysis method to conduct a comprehensive evaluation and systematic analysis of the Taihu Yuantouzhu Scenic Area in Wuxi City,and found that the brand awareness and influence of Taihu Yuantouzhu Scenic Area were vague.The brand quality was not high;the brand personality was insufficient,and the brand marketing was weak,which led to limited brand awareness and influence.Suggestions are proposed such as strengthening image design,improving brand recognition,improving service facilities,extending brand display surface,increasing pop-ular science logo,highlighting brand personalization,innovating marketing strategies,and enhancing brand com-petitiveness.

关 键 词：生态旅游目的地 品牌建设 绩效评价 太湖鼋头渚风景区 

分 类 号：F592[经济管理—旅游管理]