| 桂林旅游品牌竞争力的评价及提升对策研究 |
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| 引用本文： | 阳国亮,梁继超.桂林旅游品牌竞争力的评价及提升对策研究[J].改革与战略,2010,26(1):135-137,181. |
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| 作者姓名： | 阳国亮 梁继超 |
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| 作者单位： | 1. 中国人民政治协商会议广西壮族自治区委员会,广西,南宁,530021
2. 广西文化厅艺术处,广西,南宁,530023 |
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| 摘 要： | 旅游地品牌是旅游地对游客独特旅游体验的承诺，品牌竞争是旅游地的高端竞争形态。优质的资源禀赋和良好的外部机遇使桂林旅游形成了具有一定竞争优势的旅游地品牌。但目前，桂林旅游却面临着巨大的外部和内部危机。文章根据旅游地品牌竞争力的评价指标体系，采用模糊综合评价法，测评出桂林旅游品牌竞争力不容乐观，要提高桂林旅游品牌的竞争力必须进行有效的品牌延伸、品牌管理和品牌营销。
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| 关 键 词： | 旅游地品牌 竞争力 桂林 危机 模糊综合评价法 |
The Evaluation on the Competitiveness of Guilin's Tourism Brand and Its Promoting Countermeasures |
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| Yang Guoliang,Liang Jichao.The Evaluation on the Competitiveness of Guilin's Tourism Brand and Its Promoting Countermeasures[J].Reformation & Strategy,2010,26(1):135-137,181. |
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| Authors: | Yang Guoliang Liang Jichao |
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| Institution: | 1. CPPCC Guangxi Committee;Nanning;Guangxi 530021;2. Art Office of the Culture Department of Guangxi;Guangxi 530023 |
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| Abstract: | Tourist destination brand is a unique commitment of tour experience for visitors provided by the tourist destination, and brand competition is the high-end form of tourist destination competition. With the extinguished tourist resources and good external opportunities, Guilin's tourism industry has formed a certain competitive tourist destination brand, but it faces enormous external and internal crisis. According to the evaluation index system of tourist destination brand's competitiveness, using fuzzy com... |
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| Keywords: | tourist destination brand competitiveness Guilin crisis fuzzy comprehensive evaluation method |
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