“好客山东”旅游目的地品牌评价指标体系的构建

发布时间：2018-02-17 02:23

本文关键词： 旅游目的地品牌好客山东 IPA分析方法　出处：《山东财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：旅游业已进入品牌竞争时代。旅游业的品牌竞争不仅广度上从国内升级到国际市场，而且深度上从旅游资源、旅游产品的品牌竞争，延伸到旅游目的地品牌的竞争。本文以游客对精神旅游资源的感知角度作为切入点，构建“好客山东”旅游目的地品牌评价指标体系，试探讨“好客山东”旅游目的地品牌存在的问题。按照“提出问题---理论综述---指标分析、体系构建---实证分析---提出建议”的思路，本文从游客对精神旅游资源的感知角度作为切入点对“好客山东”旅游目的地品牌问题展开研究，通过将游客在旅游前对目的地品牌相关要素重要性的认识、评价和游客实地体验、感知后对旅游目的地品牌相关要素的实际表现的评价进行对比，，对“好客山东”旅游目的品牌问题及相关对策进行研究。首先，通过检索国内外相关文献、已有研究成果，咨询相关专业人士来构建“好客山东”旅游目的地品牌评价指标体系；通过问卷调查收集相关数据并进行了数学分析，对相关要素进行了重要性—绩效性评价；通过数学分析找出了“好客山东”旅游目的地品牌不足之处并提出了相应的建议，最后进行研究总结与展望。本文的主要创新点和研究结论如下: 1.分析视角的创新，本文从游客对精神旅游资源的感知角度作为切入点对旅游目的地品牌展开研究； 2.工具应用的创新：本文将IPA分析方法用于游客对旅游目的地品牌评价的研究； 3.构建了“好客山东”旅游目的地品牌评价指标体系并通过实证分析，从游客视角进行了评价，找出“好客山东”旅游目的地品牌的不足并提出了相应的建议。
[Abstract]:Tourism has entered the era of brand competition. Brand competition in tourism has not only been upgraded from domestic to international markets in breadth, but also in terms of tourism resources and brand competition of tourism products. This paper takes tourists' perception of spiritual tourism resources as the starting point to construct the evaluation index system of "hospitable Shandong" tourist destination brand. This paper tries to discuss the problems existing in the brand of the tourist destination of "hospitable Shandong". According to the idea of "question-theory review-index analysis, system construction-empirical analysis-- put forward suggestions", From the perspective of tourists' perception of spiritual tourism resources, this paper studies the brand of "hospitable Shandong" tourist destination from the perspective of tourists' perception of spiritual tourism resources. The evaluation is compared with the tourists' field experience and the evaluation of the actual performance of the relative factors of the tourism destination brand after perception, and the problems of the tourism destination brand and the related countermeasures are studied. First of all, Through the retrieval of relevant literature at home and abroad, the existing research results, consulting relevant professionals to build the brand evaluation index system of "hospitable Shandong" tourist destination, collect relevant data through questionnaire and carry on mathematical analysis. The importance and performance of related factors are evaluated, and the deficiencies of tourist destination brand of "hospitable Shandong" are found out through mathematical analysis, and the corresponding suggestions are put forward. The main innovations and conclusions of this paper are as follows:. 1. Analyzing the innovation of the perspective, this paper studies the tourism destination brand from the perspective of tourists' perception of spiritual tourism resources; 2. Innovation of tool application: this paper applies IPA analysis method to the study of tourist brand evaluation of tourist destination; 3. The evaluation index system of "hospitable Shandong" tourism destination brand is constructed. Through the empirical analysis, the author evaluates from the tourist angle, finds out the deficiency of "hospitality Shandong" tourism destination brand, and puts forward some corresponding suggestions.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224

【引证文献】