CAJ | 학술논문

随着旅游市场结构的演变,旅游品牌已成为区域旅游发展的一个重要驱动力。本文从品牌生态学的研究视角出发,引入品牌生态位宽度和品牌生态位重叠概念,从品牌资源、品牌环境、品牌创新和品牌认知四个维度构建旅游品牌生态位评价指标体系,对桂林国际旅游胜地的十三个区域进行定量及定性分析,综合考虑各地区的区位条件,分析各旅游品牌发展现状及相互之间品牌的竟合关系,优化桂林旅游品牌发展模式,旨在提升桂林国际旅游品牌综合竟争力。
수착여유시장결구적연변,여유품패이성위구역여유발전적일개중요구동력。본문종품패생태학적연구시각출발,인입품패생태위관도화품패생태위중첩개념,종품패자원、품패배경、품패창신화품패인지사개유도구건여유품패생태위평개지표체계,대계림국제여유성지적십삼개구역진행정량급정성분석,종합고필각지구적구위조건,분석각여유품패발전현상급상호지간품패적경합관계,우화계림여유품패발전모식,지재제승계림국제여유품패종합경쟁력。
With the evolution of the structure of the tourism market, tourism brand has become an important driving force for the devel- opment of regional tourism. Based on the perspective of the brand ecology, by introducing the concept of brand niche breadth and niche overlap, this paper builds tourism brand evaluation index system of niche which involve brand resources, brand environment, brand innovation and brand cognition. Making quantitative and qualitative analysis on Guilin interna- tional tourist destinations, considering the regional geographical conditions and the present situation of tourism brand, as well as the competition of brand relationship among 13 regions, we optimize the development mode of Guilin tourism brand to improve the comprehensive competitive power of Guilin international traveling brand.