Construction Of The "Friendly Shandong" Tourism Destination Brand Evaluation Index System

The tourism industry has entered the era of brand competition. The brand competitionof tourism industry not only upgrades from the domestic to international markets in breath,but also extends from tourism resources, tourism routes to tourism destination in depth.This article based on the spirit of the tourism resources from tourists perception angle asthe research subject,constructing“Friendly Shandong” tourism destination brand evaluationindex system, in order to illustrate any issues hiding behind it.This article is structured in the order of “question generation-theory description-indexanalysis and system set-up-Empirical analysis-suggestion proposal. This article has madetourist spirit tourism resource as the start point and developed a research on the brand of“Friendly Shandong”. A comparison has been made between the factors that affectcustomer decision making and the actual factors that are considered important afterexperiencing a tour, in order to conduct research on brand issue of “Friendly Shandong”and making recommendations. We first set up an assessment system through reviewingrelevant documents both in china and abroad, and through discussion with professionals.Then we collected data and make analysis through investigation and questionnaire. Thenassessment was made based on the importance and performance of index factors. In theend, by analyzing real examples, we came up with the issues lying behind “FriendlyShandong” and made recommendations, summary and industry perspective. The creativityand the major research results are summarized as follows:1.This article conducts the research from the point that how tourists feel about spirittourism resource, which is a new and creative way of doing analysis.2.Creativity of analysis method: IPA analysis methodology is applied in this article togenerate tourists assessment of their destination3.Established the assessment system for the brand of “Friendly Shandong” tourismdestination. And through analysis on real examples, finally came to the issues behind thebrand and provide relevant solution and improvement suggestions.