CAJ | 학술논문

旅游目的地品牌价值评估是其实现长期有效管理与运营的关键。“品牌权益法”突出了旅游者对目的地品牌价值的贡献是一个简洁实用的品牌货币价值评估方法,其模型参数包括旅游者数量、旅游者的品牌权益、品牌持续年限以及贴现率。模型中的旅游者数量包括主动和非主动选择到访目的地的旅游者。与主动选择到访目的地旅游者相比,该目的地品牌的吸引价值对于非主动选择到访的旅游者来说较低,若不区分这部分非主动到访的旅游者,则会导致高估旅游目的地品牌价值的风险,进而对其市场定位及发展方向产生误判。据此,我们引入了区分旅游者来源的参数di（即第i类收入水平的旅游者中,非主动选择到访目的地的旅游者数量占全部旅游者数量的比重）修正原模型,并对四川江油“李白故里”景区的实际调查数据进行了计算,结果表明,利用改进模型计算目的地的品牌价值更符合实际。在此基础上,进一步讨论了模型的理论意义以及提升目的地品牌价值的对策。
여유목적지품패개치평고시기실현장기유효관리여운영적관건。“품패권익법”돌출료여유자대목적지품패개치적공헌시일개간길실용적품패화폐개치평고방법,기모형삼수포괄여유자수량、여유자적품패권익、품패지속년한이급첩현솔。모형중적여유자수량포괄주동화비주동선택도방목적지적여유자。여주동선택도방목적지여유자상비,해목적지품패적흡인개치대우비주동선택도방적여유자래설교저,약불구분저부분비주동도방적여유자,칙회도치고고여유목적지품패개치적풍험,진이대기시장정위급발전방향산생오판。거차,아문인입료구분여유자래원적삼수di（즉제i류수입수평적여유자중,비주동선택도방목적지적여유자수량점전부여유자수량적비중）수정원모형,병대사천강유“리백고리”경구적실제조사수거진행료계산,결과표명,이용개진모형계산목적지적품패개치경부합실제。재차기출상,진일보토론료모형적이론의의이급제승목적지품패개치적대책。
Brand valuation of tourism destination is the key to extended effective administration and management. Emphasizing tourists＇ contribution to the tourism brand, Brand Equity Method is a simple but effective way to evaluate its currency value. In the original model of Brand Equity Method, there are parameters of the number of visitors, the brand equity of tourists, the du- ration of the brand and its rate of discount. The number of visitors includes that of those with and without the chance to choose their destinations, but for the latter, the tourism brand of the destination is not attractive. Ignoring these tourists, the value of the tourism brand would be over - estimated, and market positioning and policy - making of the tourism enter- prise would also be affected. To avoid these results, exponential parameter di （that is, among visitors with i- ranked in- come, the ratio between the number of those without- choosing- destination and that of all the visitors there） is introduced to distinguish the source of tourist and improve the original model. Then, data from an investigation on Li Bai＇ s hometown, Jiangyou City, Sichuan Province has been processed. A comparative analysis of the results proves that brand valuation of tourism destination based on the improved model of Brand Equity Method is more reliable. On this basis, this paper further discusses the theoretical significance of the model and gives suggestions about the promotion of brand valuation of tourism destination.