The Research Of Building Model About Value Evaluation On Scenic Spot’s Brand

With the rapid development of domestic tourism, the homogeneity of scenic spot which is the core of the tourism is more and more serious. The government and the owners of the scenic spot have realized that the era only relying on the competition of scenic spot’s products has passed and the brand’s competition has been the trend of the scenic spot’s development. This paper is aiming at promoting the healthy development of scenic spot brand through building the model of scenic spot’s value evaluation.The first chapter is the introduction. This chapter will relate the paper’s background, research significance and the research purposes and definite the research’s train of thought, research method and the innovation points.The second chapter is the review of domestic and foreign literatures on the scenic spot’s brand value.The third chapter is to comb the basic concepts and basic theories. This chapter is mainly discussing the concepts of brand, brand value, scenic spots and scenic spot’s brand. It’s also discussing the connotation, the source and the general phase on the scenic spot’s brand value.The fourth chapter is going to inductive and analyzes the evaluation model of the domestic and foreign mature brand value. In the meanwhile it’s going to put forward the principles of the value evaluation on the scenic spot’s brand.The fifth chapter is about the building of the value evaluation’s model on the scenic spot’s brand. This chapter will build the evaluation model of the brand value on the scenic spot and establish the evaluation index system of the intensity ratio about the scenic spot’s brand value. It will distribute the intensity ratio index weight of the scenic brand value through the factor analysis method.The sixth chapter is going to put forward the problems in the scenic spot’s brand building and the countermeasures of promoting the scenic spot’s brand value. The seventh chapter is achievements and deficiencies of the research.This chapter are the paper’s overview of research achievements, deficiencies and future research direction.This paper builds the value evaluation model and the intensity index system of scenic spot’s brand. Besides, this paper based on the value evaluation model and the intensity index system of scenic spot’s brand puts forward the countermeasures of promoting the scenic spot’s brand value. And these countermeasures will have guiding significance for the building of domestic scenic spot’s brand.