Research On Brand Evaluation Of Tourism Destination In Jilin Province

With the continuous development of society,tourism has gradually become one of the fastest growing and largest industries in the global economy,and the "13 th Five-Year Plan" has brought tourism development into a golden period.Tourism plays an important role in economic and social development,and its status and role are increasingly visible,promoting the common development of all sectors,while also having an important impact on culture and the environment.In the increasingly competitive tourism market,in order to increase the share of the tourism market,more and more tourism destinations are using branding marketing to shape the destination brand,and the research on tourism destination branding is gradually gaining popularity among scholars and has become a hot spot in tourism research.And whether the development direction of tourism destination brand is correct and whether the brand effect is significant has become the main concern of tourism destinations,therefore,tourism destination brand evaluation has come into being.Nowadays,tourism destination brand research mostly focuses on brand building,but lacks content on tourism destination brand evaluation.Based on defining the concept of tourism destination brand,this study takes tourism destination brand evaluation as an entry point based on theories related to brand image,brand positioning,brand personality and brand marketing.After sorting and analyzing the literature in the field of tourism and comparing them,this study adopts Delphi method,questionnaire survey method and hierarchical analysis method to construct a scientific tourism destination brand evaluation index system from the perspective of combining quantitative and qualitative,as the evaluation standard for the subsequent in-depth investigation of the problems of tourism destination brand.In this study,relevant data were collected and empirical research was conducted on the example of the Jingyuetan National Scenic Area.The final data shows that the brand cognition evaluation of Jingyuetan National Scenic Area is 3.24,the brand quality evaluation is 3.79,the brand personality evaluation is 3.74,and the brand marketing evaluation is 3.91,and the scores of all four dimensions are floating between 3 and 4,so the tourism destination has more room for improvement in brand cognition,and does the best in brand marketing,and the development of brand quality and brand personality is not very different,and the overall Overall,the brand of Jingyuetan National Scenic Area is at a good level.However,there are still some problems in the construction process,such as brand logo,brand basic elements,brand online marketing,brand product categories,etc.,which are relatively weak and need to be strengthened.