Evaluation And Empirical Study On Brand Competitiveness Of Zhoushan Island Tourist Destinations

With the intensification of competition in the tourism industry,the phenomenon of tourism homogenization has emerged one after another,and people have gradually realized the importance of tourism destination brand marketing,that is,using various brand promotion methods to establish a positive and good tourism destination image for tourists.Therefore,the competition between tourism destinations is not only between tourism resources and products,but also between tourism destination brands,and the issue of relative competitiveness of tourism destination brands has gradually become the focus of many tourism academic researchers and tourism industry management responsibilities.As an important part of brand self-renewal to maintain vitality,academic circles have built different tourism destination brand competitiveness evaluation systems based on different disciplinary perspectives or different tourism destination brand characteristics,for example,some scholars start from the theory of brand ecology and divide the brand competitiveness of tourism destinations into three dimensions of brand niche ability,brand co-evolution ability,and brand system environmental support;Some scholars put forward a hierarchical model of brand competitiveness from the perspective of enterprise economics,from bottom to top,brand basic competitiveness,brand management competitiveness,and brand market competitiveness.As a popular form of tourism in recent years,island tourism is of great significance to the high-quality development of island tourism,while the research on the evaluation of brand competitiveness of island tourism destinations is still in the initial stage,this thesis will build an evaluation index system for the brand competitiveness of island tourism destinations in various districts and counties of Zhoushan(Dinghai District,Putuo District,Daishan County,Shengsi County)on the basis of previous research.Compare and evaluate the brand competitiveness of island tourism destinations in various districts and counties,and put forward corresponding suggestions for improvement according to the evaluation results.The main research contents and results of this thesis are as follows:(1)Build an evaluation index system.According to the idea of "raising problems-literature combing-building evaluation models-building evaluation index systems-collecting relevant data of cases-analyzing results-putting forward countermeasures and suggestions",the discussion was carried out.From the three dimensions of tourism destination brand basic competitiveness,brand management competitiveness and system environment support,the brand competitiveness model of island tourism destinations in each district and county of Zhoushan was constructed,and the corresponding index evaluation system was established.(2)Evaluation results of brand competitiveness of island tourism destinations in various districts and counties of Zhoushan.Using the entropy weight-TOPSIS method to process the relevant data,it is concluded that the brand competitiveness of island tourism destinations in each district and county of Zhoushan is Putuo District,Dinghai District,Shengsi County and Daishan County,and the performance of each district and county in different brand competitiveness dimensions is different.According to the results,the following countermeasures and suggestions are proposed: first,improve the efficiency of resource protection and utilization for island tourism purposes;Second,improve the service capacity of tourist destinations;Third,improve the brand management and marketing capabilities of tourist destinations.This study constructs the evaluation index system of brand competitiveness of island tourism destinations from the perspective of brand theory and system theory,which will further enrich and improve the research content of tourism destination brands.The research results will help all districts and counties in Zhoushan to clarify their own advantages and disadvantages in the process of brand building for tourism purposes,and provide important reference for the balanced and integrated development of island tourism in Zhoushan City.