“好客山东”旅游目的地品牌评价指标体系的构建旅游管理专业论文.docxVIP

摘 摘 要 i i 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。 关键词：旅游目的地品牌 好客山东 IPA 分析方法 Abs Abstract ii ii Abstract The tourism industry has entered the era of brand competition. The brand competition of tourism industry not only upgrades from the domestic to international markets in breath, but also extends from tourism resources, tourism routes to tourism destination in depth. This article based on the spirit of the tourism resources from tourists perception angle as the research subject,constructing“Friendly Shandong” tourism destination brand evaluation index system, in order to illustrate any issues hiding behind it. This article is structured in the order of “question generation-theory description-index analysis and system set-up- Empirical analysis- suggestion proposal. This article has made tourist spirit tourism resource as the start point and developed a research on the brand of “Friendly Shandong”. A comparison has been made between the factors that affect customer decision making and the actual factors that are considered important after experiencing a tour, in order to conduct research on brand issue of “Friendly Shandong” and making recommendations. We first set up an assessment system through reviewing relevant documents both in china and abroad, and through discussion with professionals. Then we collected data and make analysis through investigation and questionnaire. Then a