Brand Value Evaluation Of Scenic Spots Based On Interbrand Model

Since the reform and opening up in 1978,China’s rapid economic development in recent 40 years has led to the macroeconomic system of the whole economy to the optimization of micro-individual transformation.Among them,the development of China’s tertiary industry in the entire industrial structure has played a pivotal role.Tourism industry as a service-oriented industry’s iconic sub-sectors,its rapid development has experienced from nothing to much,and thus growing endogenous evolution.Its development mechanism from the tourism industry intangible part of the deepening of the tangible body,which led to the tourists for the sub-sectors of the industry’s favor and overflow consumption.Therefore,the brand value for the tourist attractions in terms of becoming an increasingly important breakthrough in the development of tourist attractions brand value assessment has become the current asset assessment practitioners in the field of intangible assets assessment of an important business.Based on the comparison of the existing brand value evaluation methods,this paper chooses the Interbrand model as the basic model of this paper,and then uses the method of Analytic Hierarchy Process and Interbrand model to establish a new model for brand value evaluation.Interbrand model,using the current income method to determine the brand profit and the use of the historical weighting method to adjust the current excess returns,while the traditional Interbrand model of the seven brands of factors as the dimension of the identified as a more targeted five factors,the scenic brand value of the assessment method is more targeted and reasonable.To explore the brand value of tourist attractions,the use of scientific and reasonable means of assessment,so as to obtain a true and effective assessment of the results,each asset assessment of the researchers and practitioners must master the assessment skills.In this paper,from the theoretical analysis to the empirical derivation to carry out the evaluation of the brand value of tourist attractions,for China’s tourist attractions brand value assessment of the field to provide a certain theoretical reference and model validation.