Evaluation study on digital enabled tourism destination branding in Yunnan province
数字赋能云南省全域旅游品牌建设评价研究

摘要

进入新发展阶段，旅游业面临高质量发展的新要求，云南省作为我国旅游大省，旅游作为云南省的支柱产业，涉及多个关联行业，云南省全域旅游品牌化对旅游产业乃至多个行业的发展愈加重要。通过构建包含品牌监管、品牌形象、品牌吸引力和品牌资产四个准则层16个二级指标的云南省旅游全域旅游品牌的建设评价体系，采用层次分析法（AHP）全面系统地评价云南省旅游全域旅游品牌的建设。研究建议通过进一步完善旅游法律法规制度、提升市场竞争力以及注重游客体验与感知的提升等措施来加快云南省旅游全域旅游品牌的建设。

Abstract

Entering the new development stage, the tourism industry faces the new requirements of quality development, Yunnan Province as China's major tourism province, tourism as a pillar industry in Yunnan Province, involving a number of related industries, Yunnan Province tourism branding of the tourism industry and even developing a number of industries is becoming more and more important. In this paper, we use hierarchical analysis method (AHP) to comprehensively and systematically evaluate the construction of tourism brand in Yunnan Province by constructing an evaluation system for the construction of tourism brand in the whole region of Yunnan Province, which includes 16 secondary indicators at four levels of criteria: brand supervision, brand image, brand attraction and brand equity. The study suggests that by further improving tourism laws and regulations, enhancing market competitiveness and focusing on improving tourists' experience and perception, the construction of Yunnan's tourism brand can be accelerated.