【摘要】：我國旅游節(jié)慶活動數量眾多,但絕大部分節(jié)慶活動規(guī)模小、檔次低,很難產生應有的社會效益和經濟效益,是對社會資源的浪費,要改變旅游節(jié)慶活動過多過濫的現象,就必須引入并實行評估機制。而旅游節(jié)慶品牌價值不同于一般產品品牌價值,它是消費者在經歷或體驗旅游節(jié)慶活動的過程中積累起來的,更抽象,更強調消費者的感知所帶來的影響。同時,旅游節(jié)慶活動的參與性、周期性和集中性等性質,決定了從消費者的角度來評價旅游節(jié)慶的品牌價值更合理。因此,現有的針對一般產品品牌價值的評估方法不能直接照搬過來使用,本文結合現有的品牌與消費者關系的理論和旅游節(jié)慶的特性,在Aaker模型的基礎上提出適合旅游節(jié)慶品牌價值評估的消費者評價體系,對旅游節(jié)慶品牌價值進行評估。 本文研究的主要內容包括：(1)收集整理相關文獻,對旅游節(jié)慶、品牌價值、品牌價值評估方法以及旅游節(jié)慶品牌價值相關文獻進行梳理和總結；(2) Aaker模型指出隨著時間的推移,產品品牌的收益能力會隨著品牌的競爭優(yōu)勢改變,品牌的競爭優(yōu)勢可以通過消費者對品牌的認同程度來評價,而這正適用于旅游節(jié)慶品牌價值的評價,因此本文在Aaker模型的基礎上對旅游節(jié)慶品牌價值進行評價。(3)在加權平均計算旅游節(jié)慶品牌乘數的過程中,運用層次分析法估算每個指標的權重,采用模糊綜合評價法獲得每個指標的得分,再加權得到品牌乘數的值。(4)對已形成一定品牌效應的節(jié)慶活動進行試評估(以西嶺雪山冰雪節(jié)為例),在評估過程中,首先對本文提出適用于旅游節(jié)慶品牌價值評價體系進行驗證,證實節(jié)慶知名度、品牌聯想、感知質量和品牌忠誠度可以解釋旅游節(jié)慶品牌價值。并利用調查結果對西嶺雪山冰雪節(jié)的品牌價值進行評估,最后對評估結果進行分析,為今后研究旅游節(jié)慶品牌價值評估提供參考。 本文研究的創(chuàng)新表現在：(1)本文是從品牌與消費者的關系角度來計算旅游節(jié)慶品牌價值,將消費者對品牌的情感和態(tài)度合理地考慮到節(jié)慶品牌價值中。運用該方法計算的旅游節(jié)慶品牌價值更貼近實際,也具有更強的現實指導意義。(2)Aaker模型評價體系包括五個要素,其中前四個要素(品牌忠誠度,感知質量/領導性評估,品牌聯想,品牌知名度)是從消費者角度來考慮,第五個要素(市場狀況)從市場角度來考慮,但由于旅游節(jié)慶不同于一般的實體產品的特性,Aaker模型中的市場狀況(包括市場占有率和市場價格及渠道分銷率)這一要素不適宜用于旅游節(jié)慶品牌價值評價,并將Aaker模型評價體系中的其他四要素的影響因素進行擴充,形成適用于旅游節(jié)慶品牌價值評估的指標體系。(3)在感知質量的影響因子中,引入與節(jié)慶活動相關的感知質量和支持節(jié)慶活動外部條件的感知質量兩部分內容；在品牌忠誠的測度中,強調消費者口碑對品牌忠誠的影響。一般產品通過行為忠誠來衡量品牌忠誠,但旅游節(jié)慶不同,行為忠誠只占到旅游節(jié)慶品牌忠誠的小部分,因為旅游節(jié)慶的重游率一般較低,更多的只能從消費者的態(tài)度忠誠來衡量,即口碑評價。(4)利用層次分析法和模糊綜合評價法計算加權的品牌乘數。 本文研究的不足表現在四個方面：(1)對西嶺雪山冰雪節(jié)只做了初步的調查和分析,今后的工作應集中在消費者的行為模式和心智模式研究上；(2)在品牌價值構成要素指標體系的分析過程中,對參與者的個體影響因素研究還應更細致。參與者的個體影響因素,包括內部影響因素,如個性、動機、需求等；還包括參與者的自身特點,比如職業(yè)、性別、年齡和空余時間等,這些都是較為重要的影響因素,在今后的研究中還需加強；(3)由于時間、人力、物力所限,本文主要是采用專家打分法對旅游節(jié)慶品牌價值構成要素指標體系的權重以進行評價,各位專家的素質、經驗、個人偏好、思考角度等各有不同,或多或少地都會影響到數據的可信度。因此,為了使得評價方法更加科學、有效,下一步應該采用市場調查等方法更嚴謹、更準確地確定權重。(4)根據Aaker模型還應該對依據品牌價值構成要素計算出來的品牌乘數進行修正調整,因為除了評估品牌的優(yōu)勢外,還需要知道該優(yōu)勢在市場中的重要性、適用性、企業(yè)利用該優(yōu)勢的能力以及為保護該優(yōu)勢所付出的努力。品牌乘數修正工作還有待近一步完善。 通過對“西嶺雪山冰雪節(jié)”的實證分析,驗證了節(jié)慶知名度、品牌聯想、感知質量和品牌忠誠度和旅游節(jié)慶品牌價值的關系。最終保守估計得到西嶺雪山的品牌價值在6.5105*107元,為西嶺雪山風景區(qū)管理委員會提供參考。
[Abstract]:There are a large number of festivals and festivals in our country, but most of the festival is small in scale and low in grade. It is difficult to produce due social and economic benefits. It is a waste of social resources. It is necessary to introduce and implement the evaluation mechanism. The value of the brand value of the tourism festival is different from the brand value of the general product, which is the effect of the consumer's accumulation in the course of experiencing or experiencing the activities of the tourism festival, more abstract and more emphasis on the consumer's perception. At the same time, the nature of the participation, periodicity and concentration of the festival activities determines the more reasonable value of the brand value of the tourism festival from the perspective of the consumer. Therefore, the existing evaluation method aiming at the brand value of the general product can not be directly copied and used, and the consumer evaluation system suitable for the evaluation of the brand value of the tourism festival is put on the basis of the Aaker model in combination with the existing theory of the brand and the consumer relationship and the characteristics of the tourism festival, The value of the tourism festival is evaluated. The main contents of this study include: (1) collecting and sorting the relevant documents, and combing and summarizing the related documents of the tourism festival, the brand value, the brand value evaluation method and the tourism festival brand value; (2) the Aaker model indicates that over time The profit ability of the product brand will change with the competitive advantage of the brand, and the competitive advantage of the brand can be evaluated by the consumer's degree of identity to the brand, which is being applied to the evaluation of the brand value of the tourism festival In this paper, the value of the tourism festival brand is evaluated on the basis of the Aaker model. (3) in the process of weighted average calculation of the tourism festival brand multiplier, the weight of each index is estimated by the level analysis method, the score of each index is obtained by adopting the fuzzy comprehensive evaluation method, and the brand multiplier is obtained by weighting Value. (4) Make a trial assessment of the festival activities that have formed a certain brand effect (in the case of the Xiling Xueshan Ice and Snow Festival), and in the course of the assessment, the paper will first make a verification on the evaluation system of the brand value of the tourism festival, and confirm the popularity of the festival and the brand association. To think, perception quality and brand loyalty can explain the tourism festival brand price Value. Based on the results of the survey, the brand value of the ice-snow section of the Xiling Snow Mountain is evaluated, and the result of the evaluation is analyzed to provide the reference for the evaluation of the brand value of the tourism festival in the future. The innovation of this paper is as follows: (1) This paper is to calculate the brand value of the tourism festival from the perspective of the relationship between the brand and the consumer, and to reasonably consider the brand's emotion and attitude to the festival brand. In the value, the tourism festival brand value calculated by the method is more close to the reality and has a stronger realistic meaning. (2) The Aaker model evaluation system includes five elements, in which the first four elements (brand loyalty, perceived quality/ leadership assessment, brand association, brand awareness) are considered from the consumer's point of view and the fifth element (market situation) is from the market point of view However, due to the different characteristics of the tourism festival, the market situation (including the market share and the market price and the channel distribution rate) in the Aaker model is not suitable for the tourism festival brand price. The value is evaluated, and the influence factors of the other four factors in the Aaker model evaluation system are expanded to form the means for evaluating the value of the tourism festival brand value. (3) In the influence factor of perceived quality, the perception quality related to the festival activity and the perceived quality of the external conditions of the festival activities are introduced; in the measure of brand loyalty, the consumer's mouth-of-mouth is emphasized to be loyal to the brand The influence of the general product is to measure the brand loyalty through the behavior loyalty, but the tourism festival is different, the behavior loyalty only accounts for the small part of the tourism festival brand loyalty, because the heavy travel rate of the tourism festival is generally lower, more can only be measured from the attitude of the consumer, that is, the mouth The evaluation of the tablet. (4) The weighted product is calculated by the analytic hierarchy process and the fuzzy comprehensive evaluation method. The deficiency of this paper is in four aspects: (1) only a preliminary investigation and analysis of the ice and snow festival in the Xiling Snow Mountain, and the future work should be focused on the behavior model and the mental model of the consumer; and (2) in the index system of the value of the brand. Study on the Influencing Factors of the Participants in the Process of the Analysis It should also be more detailed. The individual influence factors of the participants, including the internal influence factors, such as personality, motivation, demand, etc., also include the characteristics of the participants, such as occupation, gender, age and spare time, which are more important factors, in the future As a result of time, manpower and material resources, this paper mainly uses the expert scoring method to set the weight of the index system of the tourism festival brand value to carry out the evaluation, the quality, experience, personal preference and thinking angle of the experts. and the like, and more or less will affect the number. Therefore, in order to make the evaluation method more scientific and effective, the next step should be more rigorous and more accurate with the method of market investigation. The weight is determined. (4) According to the Aaker model, the brand multiplier calculated according to the brand value component should be adjusted and adjusted, as it is necessary to know the importance of this advantage in the market, in addition to the evaluation of the brand's advantages The ability to take advantage of this advantage and to protect this advantage The effort to make. The brand multiplier correction is still to be done. Through the positive analysis of the 鈥淴iling Snow Mountain Ice and Snow Festival鈥，

本文編號：2406986