Coupled Tourism Brand Innovation Capability And Industrial Comprehensive Strength Analysis

In recent years, tourism has become a new growth point of the national economy, the competition between tourism destinations are also increasingly fierce. Actually, the competition between tourism destinations is the competition about tourism industry. If region tourism industry expects to maintain a long-term competitive advantage, in the long run, it is the competition of tourism brand. Tourism brand innovation ability is the important guarantee of tourism sustainable development for a country or region, is one of the key elements which decide industry comprehensive strength in destination tourism. Tourism industry comprehensive strength is the characterization explaining present situation of destination tourism development, its development degree provides necessary condition in improving tourism brand innovation ability. How to realize the interaction of the two coupling and coordinated development, is becoming an important subject to tourism research, also conducive to the promotion of regional tourism boom.Since China’s reform and opening up, Tourism of Zhejiang province developed fast, the industrial scale expanded constantly, industrial system perfected increasingly, has become the most dynamic and potential of the third industry in Zhejiang. From provincial scope, both tourism brand innovation ability and tourism industry comprehensive strength of Zhejiang province rank the national top. However there are large space differences between regions, therefore, this article selects the Zhejiang province as an example, it has certain representativeness. On the basis of academic research achievements at home and abroad, this article firstly defined two concepts of tourism brand innovation ability and tourism industry comprehensive strength, and combed the related basic theory such as comparative superiority and innovation diffusion theory, industry competitiveness theory and so on. On this basis, using analytic hierarchy process (ahp) and Delphi method to build tourism brand innovation ability index system, and determine the weight of each index factor, using the weighted summation and the fuzzy comprehensive evaluation model, combined with relevant rating score, measuring the tourism brand innovation ability about11cities in Zhejiang, the results are divided into four tier, compare their spatial heterogeneity through using the spatial analysis function of Arcgis. In addition, under the guidance of systemic, scientific and operational principles, it forms overall strength of provincial tourism industry evaluation index system, then comprehensively evaluate the tourism industry comprehensive strength of Zhejiang province with principal component analysis by SPSS statistical software, get the corresponding four grades, and spatial analysis differences between regions combined with Arcgis.On the basis of quantitatively determined the differences between tourism brand innovation ability and tourism industry comprehensive strength of Zhejiang province, superposition corresponding analysis between them, taking example by theory of system coupling, establish coupling judgment model, concluded coupling coordination degree and the synchronicity of each region, and respectively divided into highly coupled coordination type coupling coordination, moderate and low coupling coordination, and supplemented by spatial analysis. Through the study of interaction mechanism, tourism brand innovation ability act on tourism industry comprehensive strength, while tourism industry comprehensive strength has a positive feedback on tourism brand innovation ability, and then put forward the coordinated development strategy, provide scientific advice for regional brand innovation and the sustainable development of tourism, to predict the future trend of the tourism development in Zhejiang province.