Kneel for assets appraisal paper

Brand equity evaluation index of scenic tourist destination

System construction and evaluation model

Abstract: With the intensification of competition in tourist destinations, tourist destination brands have gradually become the focus of competition among destinations, and the significance of good brands to tourist destinations.

Therefore, it is very urgent to study the brand equity of tourist destinations. There have been some related explorations on destination brand equity evaluation abroad, but as far as I am concerned,

This is a relatively new research field in China. This paper reviews the research literature on brand equity at home and abroad, and on the basis of defining the concept of brand equity in tourist attractions, puts forward

Economic and non-economic index system of brand equity evaluation in scenic spots. Using the basic theory of brand equity evaluation, we creatively combine non-economic indicators with economic indicators.

Finally, a concrete evaluation model is put forward.

[Keywords:] scenic tourist destination; Brand equity; Index system; evaluation model

introduce

Tourism destination brand is a key factor to attract the tourism market.

Destination symbol is an irreplaceable symbol of tourism experience. It is made up of

The destination brand is so important that scholars at home and abroad are interested in it.

Brand connotation and management system are constantly studied, but for

As an important part of brand management, the research of destination brand equity evaluation is actually

The evaluation system and evaluation of brand equity in tourist destinations are very weak.

The discussion of methods is even more lacking. The evaluation of brand equity of tourist destination is as follows

An important basis for destination brand equity management, for the destination

Investors, managers, relevant employees and the destination itself.

Very important significance. For the convenience of research, Buha is adopted in this paper.

In the view of Buhalis, Hall, the tourist destination is defined as.

It means a specific place with a certain tourism foundation and tourism service facilities.

Geographical regions are mainly divided into national tourist destinations and regional tourism.

There are four kinds of destinations: urban tourist destinations and scenic tourist destinations.

Type [1]. Considering that the first three types of destinations are too geographically dispersed

Large, increasing the complexity and variability of the actual operation, the author intends to

Discussion on the construction and evaluation method of brand equity system of scenic spots

Please try something.

First, research on brand equity evaluation of domestic and foreign tourist destinations.

literature review

At present, the research on brand equity of tourist destinations is still in its infancy.

Step stage, domestic and foreign scholars have done some exploratory work, the author believes that

To study the evaluation of destination brand equity, we must first study the tourism destination brand.

Understand the concept. Duna knapp thinks this is true.

The correct brand of tourist destination is "tourists travel with many stakeholders"

The accumulation of internal impressions of the destination, due to everyone's different interests, will

It will inevitably lead to the destination being in a completely different position in their minds.

Set "[2]. Liang Mingzhu believes that tourism destination brands are not just composed of destination names.

Said, terms, marks, symbols, patterns and their combinations, also by the quality,

Service, management, culture, advertising, image and other six basic elements constitute [3].

Leng Zhiming believes that the brand of tourist destination is a kind of cultural force and huge.

Intangible assets, history and culture, human landscape, ethnic customs, religious culture,

Art, culture and other elements are the main elements in the formation of tourism destination brands.

Element [4]. On the basis of understanding the concept of destination brand, we can

A summary of destination brand equity evaluation.

Dick and Konecnik, Gartner) studied the destination products.

The evaluation factors of brand equity are not only concerned with the image of the destination, but also

It should be evaluated from the perspectives of tourists' perception, tourism quality and loyalty.

It was applied to the empirical study of two markets in Slovenia [5]. cloth

And Boucel (Boo, Busser) via Las Vegas and Atlanta.

A large-scale tourist survey established a brand equity model based on tourists and wishes.

Its application in multi-destination research [6]. Hu Beizhong from Tourism Corner

The brand value evaluation model of tourist attractions-maximization model is constructed.

Brand equity method, mainly from the financial point of view to calculate brand equity.

Economic value [7].

At present, the research on brand equity evaluation of tourist destinations is still in its infancy.

In the groundbreaking stage, the relevant research stays on the brand equity of a specific destination.

This study is an indicator of brand equity evaluation of scenic spots and destinations.

However, there is little research on systematic and universally applicable evaluation methods.

Second, the definition of the concept of brand equity in scenic spots

In 1980s, people used the term "brand equity".

It first appeared in American advertising industry and became a widely circulated concept. close

Up to now, there is no unified definition of brand equity, and scholars

Different angles have different understandings. Doyle thinks that brands

Assets are persistent and differentiated long-term investments that are superior to competitors.

The role of potential [8]. Aaker believes that brand equity is related to brand,

Brand name and logo are linked, which can increase or decrease the sales of enterprises.

A series of assets that sell product value or provide service or customer value.

And liabilities [9]. Keller believes that brand equity is influenced by consumers.

The stimulation of a brand promotion effect is reflected in the lack of brand knowledge.

Different [10]. Fan Xiucheng believes that brand equity is the brand of enterprises in the past.

The added value of products or services produced by marketing efforts [1 1].

Although the above definitions are from different angles, they all represent three brand assets.

Important features: First, brand equity is an important thing owned by an enterprise.

Form assets; Second, in the process of brand management, the brand of the enterprise

Assets are unstable and may increase or decrease; Third, brand equity pair

The value of an enterprise is reflected by consumers' cognition of the brand. knot

General characteristics of co-brand assets and characteristics of tourism destination brands

The author believes that the brand assets of tourist destinations are related to the brands of tourist attractions.

A group of assets or liabilities that have an important connection between the name and logo of a scenic spot.

In a word, it can increase or decrease the influence of scenic products or services on the scenic spot itself.

The value of tourists. If the names and signs of scenic spots change,

The brand assets of scenic spots will also be affected or even disappear.

Third, the evaluation index system of brand equity of scenic spots and destinations

build

(A) non-economic brand assets evaluation indicators

The non-economic index evaluation of brand equity in scenic spots can be said to be one of them.

This brand equity evaluation is a breakthrough in the evaluation of economic indicators, which provides

The reliable evidence of brand competitiveness comparison is put forward to effectively test brand management.

State, to provide the corresponding basis for scenic spot managers to manage brands. pen

The author thinks that the evaluation of non-economic indicators of brand equity in tourist attractions is instructive.

The significance even exceeds the evaluation of economic indicators. This article is in Ike

(Aaker) put forward the index system of "Ten Elements of Brand Equity" and drew a conclusion.

According to the characteristics of the brand of tourist attractions, this paper puts forward the brand assets of tourist destinations.

Non-economic evaluation index system. As follows:

1. Brand loyalty evaluation of tourist attractions. Brand loyalty of tourist attractions

Refers to tourists buying the same brand repeatedly or giving it to relatives and friends repeatedly.

Others recommend a destination brand. Tourist attractions brand

There are some differences with general commodity brands. For sightseeing spots, products

Brand loyalty is reflected in tourists repeatedly recommending this to others after traveling.

A scenic spot. Loyalty to entertainment, adventure and other types of scenic spots can be reflected.

Now tourists visit this scenic spot repeatedly or recommend it to others. loyal

Evaluation includes two levels of indicators: satisfaction and preference. degree of satisfaction

It is a product and service that tourists provide to scenic spots after traveling.

Feeling. Satisfaction index including the survey of dissatisfaction, for scenic spots,

For managers, the degree of tourists' dissatisfaction is more important, that is

An important reason for the loss of tourists in scenic spots. Preference refers to travel.

Preference for the scenic spot, especially for the tourism that likes the scenic spot.

Tourists are willing to spend more money on this scenic spot than other similar scenic spots.

2. Evaluation of brand awareness of tourist attractions. Famous brands of tourist attractions

Degree refers to the understanding or memory of the scene by potential tourists in the scenic spot.

What kind of resources the area belongs to or its outstanding characteristics. Fame means

The standard layer is divided into: brand recognition and brand recall. Brand recognition is

Refers to the respondents according to the degree of knowledge about scenic spots, determined.

Brand ability of scenic spots. Brand memory refers to the interviewee's attitude towards a certain scene.

The ability to recall knowledge related to this field.

3. Cognitive evaluation of brand quality in tourist attractions. Tourist attractions brand

Quality cognition refers to the matching of tourists to alternative scenic spots according to their travel motives.

Compared with the overall quality or superiority of products and services in this scenic spot.

Got it. Here, "comparing with alternative scenic spots according to tourism motivation" means

Similar scenic spots that meet certain needs of tourists. Like traveling.

Those who travel for summer vacation motivation, then the evaluation attractions and alternative attractions are all

It should be a scenic spot that can meet the requirements of summer vacation. Quality cognition index layer

Divided into: scenic product quality and scenic service quality. These two indicator layers

It means that this scenic spot is providing products and services relative to similar scenic spots.

The degree of superiority.

4. Evaluation of brand leadership in tourist attractions. Brand leadership of tourist attractions

Sex refers to the authority of scenic brand in peers, tourists and potential.

The trust and recognition of tourists. The leading indicator layer is divided into: products

Brand authority and social recognition. Brand authority refers to scenic spots.

Brand's sense of historical tradition, trust and innovation to tourists.

Social recognition refers to the brand of this scenic spot in the eyes of ordinary tourists.

Acceptability and the degree of recognition of relevant experts.

5. Brand association evaluation of tourist attractions. Tourist attractions brand association

It means that tourists can associate with a scenic spot through a scenic spot brand.

Everything related to this area. For example, from the brand of West Lake Scenic Area, people

Children will think of Bai Juyi, Su Dongpo, Leifeng Tower and Jiangnan Beauty.

Son, broken bridge, etc. Lenovo index is divided into: value perception and brand name.

Make love. Value perception refers to staff, scenic spots and individual tourist attractions.

The value of sexual services felt by tourists as a whole. Brand ge

Sex refers to the resources, styles and services left by scenic spots for tourists.

And the scenic spots that tourists can most associate with.

Features.

6. Market evaluation of tourist attractions. Tourism scenic spot brand

The index layer of market situation includes the market share of scenic spots and the booking volume of tourists.

Price. Market share refers to the share of the scenic spot in the management of the same type of scenic spot.

Market share. Reserved price refers to the price of tourists for scenic spots.

(including tickets, self-funded entertainment expenses, etc. ) the greatest psychological endurance.

Value is generally through tourists' perception of the price level and rationality of scenic spots.

Know how to reflect.

(B) Economic brand assets evaluation indicators

Evaluating the brand assets of tourist attractions from the perspective of economic indicators.

Estimation is actually an evaluation of the brand equity value of scenic spots. Scenic spot

Brand equity value is very important to the whole market, and scenic spots are under way.

When buying and selling brands, both parties should evaluate the value of brand assets.

1. Cost indicator

(1) Development and construction fee for tourist attractions. Development of tourist attractions

Construction cost refers to all kinds of materials produced during the development and construction of scenic spots.

The sum of labor and expenses. Generally including the planning and design costs of tourist attractions,

Landscape construction fee, supporting service facilities construction fee and infrastructure construction fee.

Set fees, etc.

(2) Rental cost of tourist attractions. This fee is based on all

If the right belongs to the national scenic spot, the enterprise leases the scenic spot from the state and obtains it.

Obtain the right to operate the scenic spot, resulting in rental fees. For enterprises completely from

The scenic spots that have been built do not generate this cost, but they should be developed and built.

Plus land use costs.

(3) Period expenses in the operation of tourist attractions. This fee usually includes

Including: ① Sales expenses. Refers to the scenic products produced in the sales process.

Three kinds of expenses, including insurance, packaging, exhibition and advertising; ②

Management expenses. Refers to the scenic spot for organizing and managing business activities.

Expenses and expenses borne by the scenic spot, including the training of employees in the scenic spot.

Training fee, employee unemployment insurance premium, directors' membership fee, etc. , and the public * * *

Sexual expenses that are not easy to share; ③ Financial expenses. Refers to the scenic spot in order to improve

The expenses incurred in raising funds.

(4) Various taxes and other expenses. Taxes mainly include business tax and income tax. Other expenses include the development of scenic spots to relevant stakeholders.

Some compensation, etc.

2. Income indicators

Current and historical operating income of the scenic spot. Mainly refers to the evaluated scene.

The turnover generated by scenic products and services under the brand of scenic spots.

Fourthly, the evaluation model of brand equity evaluation in scenic spots.

Preliminary study on types

(A) Evaluation model based on non-economic indicators

1. non-economic indicator system

The evaluation model is based on the evaluation perspective of tourists, and through the evaluation of tourism

Tourists distribute questionnaires, and then make statistical analysis of the data, and draw the following conclusions.

Scores of various indicators.

According to the previous analysis, 12 index layers can be set (as shown in the table).

1), including: satisfaction (S 1), preference (S2) and brand recognition.

(S3), brand recall (S4), scenic product quality (S5) and scenic service.

Quality (S6), brand authority (S7), social recognition (S8) and sense of value.

Knowledge (S9), brand personality (S 10), reserved price (S 1 1) and market share.

(S 12).

2. Determination method of index weight

According to the actual data of the survey, the method of determining the weight is flat.

Average distribution method, principal component method, factor analysis method, etc. The average distribution method is correct.

Each index is given the same weight, although this method is simple and easy.

For convenience, but did not take into account the different indicators in the total score.

Quotation, no information reflecting the data. Comparison between Principal Component Analysis and Factor Analysis

Similarly, it can be done by statistical software, all based on evaluation.

On the basis of several main indicators, put forward as few comprehensive components or reasons as possible.

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