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基于消费者视角的旅游节庆品牌价值评估研究

发布时间:2019-01-11 09:43  文章来源:笔耕文化传播
【摘要】:我国旅游节庆活动数量众多,但绝大部分节庆活动规模小、档次低,很难产生应有的社会效益和经济效益,是对社会资源的浪费,要改变旅游节庆活动过多过滥的现象,就必须引入并实行评估机制。而旅游节庆品牌价值不同于一般产品品牌价值,它是消费者在经历或体验旅游节庆活动的过程中积累起来的,更抽象,更强调消费者的感知所带来的影响。同时,旅游节庆活动的参与性、周期性和集中性等性质,决定了从消费者的角度来评价旅游节庆的品牌价值更合理。因此,现有的针对一般产品品牌价值的评估方法不能直接照搬过来使用,本文结合现有的品牌与消费者关系的理论和旅游节庆的特性,在Aaker模型的基础上提出适合旅游节庆品牌价值评估的消费者评价体系,对旅游节庆品牌价值进行评估。 本文研究的主要内容包括:(1)收集整理相关文献,对旅游节庆、品牌价值、品牌价值评估方法以及旅游节庆品牌价值相关文献进行梳理和总结;(2) Aaker模型指出随着时间的推移,产品品牌的收益能力会随着品牌的竞争优势改变,品牌的竞争优势可以通过消费者对品牌的认同程度来评价,而这正适用于旅游节庆品牌价值的评价,因此本文在Aaker模型的基础上对旅游节庆品牌价值进行评价。(3)在加权平均计算旅游节庆品牌乘数的过程中,运用层次分析法估算每个指标的权重,采用模糊综合评价法获得每个指标的得分,再加权得到品牌乘数的值。(4)对已形成一定品牌效应的节庆活动进行试评估(以西岭雪山冰雪节为例),在评估过程中,首先对本文提出适用于旅游节庆品牌价值评价体系进行验证,证实节庆知名度、品牌联想、感知质量和品牌忠诚度可以解释旅游节庆品牌价值。并利用调查结果对西岭雪山冰雪节的品牌价值进行评估,最后对评估结果进行分析,为今后研究旅游节庆品牌价值评估提供参考。 本文研究的创新表现在:(1)本文是从品牌与消费者的关系角度来计算旅游节庆品牌价值,将消费者对品牌的情感和态度合理地考虑到节庆品牌价值中。运用该方法计算的旅游节庆品牌价值更贴近实际,也具有更强的现实指导意义。(2)Aaker模型评价体系包括五个要素,其中前四个要素(品牌忠诚度,感知质量/领导性评估,品牌联想,品牌知名度)是从消费者角度来考虑,第五个要素(市场状况)从市场角度来考虑,但由于旅游节庆不同于一般的实体产品的特性,Aaker模型中的市场状况(包括市场占有率和市场价格及渠道分销率)这一要素不适宜用于旅游节庆品牌价值评价,并将Aaker模型评价体系中的其他四要素的影响因素进行扩充,形成适用于旅游节庆品牌价值评估的指标体系。(3)在感知质量的影响因子中,引入与节庆活动相关的感知质量和支持节庆活动外部条件的感知质量两部分内容;在品牌忠诚的测度中,强调消费者口碑对品牌忠诚的影响。一般产品通过行为忠诚来衡量品牌忠诚,但旅游节庆不同,行为忠诚只占到旅游节庆品牌忠诚的小部分,因为旅游节庆的重游率一般较低,更多的只能从消费者的态度忠诚来衡量,即口碑评价。(4)利用层次分析法和模糊综合评价法计算加权的品牌乘数。 本文研究的不足表现在四个方面:(1)对西岭雪山冰雪节只做了初步的调查和分析,今后的工作应集中在消费者的行为模式和心智模式研究上;(2)在品牌价值构成要素指标体系的分析过程中,对参与者的个体影响因素研究还应更细致。参与者的个体影响因素,包括内部影响因素,如个性、动机、需求等;还包括参与者的自身特点,比如职业、性别、年龄和空余时间等,这些都是较为重要的影响因素,在今后的研究中还需加强;(3)由于时间、人力、物力所限,本文主要是采用专家打分法对旅游节庆品牌价值构成要素指标体系的权重以进行评价,各位专家的素质、经验、个人偏好、思考角度等各有不同,或多或少地都会影响到数据的可信度。因此,为了使得评价方法更加科学、有效,下一步应该采用市场调查等方法更严谨、更准确地确定权重。(4)根据Aaker模型还应该对依据品牌价值构成要素计算出来的品牌乘数进行修正调整,因为除了评估品牌的优势外,还需要知道该优势在市场中的重要性、适用性、企业利用该优势的能力以及为保护该优势所付出的努力。品牌乘数修正工作还有待近一步完善。 通过对“西岭雪山冰雪节”的实证分析,验证了节庆知名度、品牌联想、感知质量和品牌忠诚度和旅游节庆品牌价值的关系。最终保守估计得到西岭雪山的品牌价值在6.5105*107元,为西岭雪山风景区管理委员会提供参考。
[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,

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