景区型目的地品牌资产评估的指标体系构建与评估模型初探

随着旅游目的地竞争的加剧，旅游目的地品牌逐渐成为目的地之间竞争的焦点，好的品牌对于旅游目的地的意义重大，因此，对于旅游目的地品牌资产的研究显得十分迫切。目的地的品牌资产评估在国外已经有一些相关探索，但是在我国这还是一个较新的研究领域。对国内外品牌资产研究的文献进行回顾，在界定了旅游景区品牌资产概念的基础上，提出了景区品牌资产评估的经济性和非经济性指标体系。运用品牌资产评估的基本理论，创造性地将非经济性和经济性指标联合起来，最后提出了具体的评估模型。

Establishing Indicator Systems of Tourism Destination and Exploring the Assessment Model

With increasing competition of tourism destination,tourism destination brand is becoming the focus of competition between destinations,a good brand for the tourist destinationis of great significance,therefore,a tourist destination for brand equity research is extremely urgent.The valuating brand equity of a scenic spot has already been studied abroad,but the relevant study in China is still a new field.Firstly,This article reviews domestic and foreign brand equity research literature,based on the definitio...