地质公园旅游品牌竞争力的评价研究

通过解读旅游品牌竞争力文献,解析地质公园旅游品牌竞争力涵义,考虑核心、环境、支撑和品牌四个方面的因素,构建地质公园旅游品牌形成因素模型。在此基础上,具体从地质遗迹资源优势、科普教育功能、保护措施、地质公园服务人员、品牌联想、品牌认知、品牌感知质量、品牌满意和忠诚等方面构建地质公园旅游品牌竞争力评价指标体系,并且给出定量评价其品牌竞争力的方法。最后,对该评价指标体系的价值从指导性、普适性和应用性三个方面进行评估。

The Study of Tourism Brand Competitiveness of Geopark

By analyzing the meaning of geopark tourism brand competitiveness and considering the factors of the core,the environment,support and brand,this paper builds a form factor model about Geopark tourism brand. On the basis of this fact,it constructs an evaluation index system of geopark tourism brand competitiveness from geological heritage resources,science education function,protection measures,geopark service personnel,brand association,brand awareness,brand perceived quality,brand satisfaction and loyalty. And then it gives quantitative evaluation methods of its brand competitiveness. Finally it evaluates the value of index system from guidance,universality,and applicatior.