Research On Evaluation Of Shanxi Tourist Destination Brand Based On Tourists

With the deepening and rapid development of the tourism industry and the enhancement of people's awareness of tourism,the brand has occupied an important position in today's and even the future tourism industry.Only by building unique tourist destination brands can they occupy a favorable position in the tourism market.The Shanxi provincial government attaches great importance to the transformation and upgrading of industry,rethinking on the phenomenon that coal accounts for a large proportion of industrial structure in the past,actively adjusting the industrial structure optimization,supporting the development of tourism.Shanxi tourist destination has good resource advantages and distinctive regional advantages.In recent years,governments at all levels have paid attention to the development of tourist destination brands.And governments have made some achievements in brand image,brand marketing and so on.However,there are many problems,such as the improper exploitation and utilization of tourism resources,the lack of the connotation mining of tourism products,the backwardness of infrastructure and supporting facilities and so on,which are urgently needed to be solved.At present,there are few domestic and foreign researches on tourist destination brand construction evaluation.Therefore,systematically evaluate the brand construction of Shanxi tourist destination,finding out the problems of the brand according to the results of the evaluation,and putting forward the strategy of brand promotion,which is of great theoretical and practical significance to promote the construction of the first-class domestic tourist destinations in Shanxi.The study defined the concept of tourist destinations,tourist destination brands,and tourist destination brand construction,based on the theory of Expectation Confirmation,brand image and tourist behavior,this paper uses analytic hierarchy process,expert consultation,questionnaire survey and other research methods,combining the general situation of Shanxi tourist destination.The tourist destination brand construction evaluation index system and evaluation model of Shanxi tourist destination are constructed,and Shanxi is studied in the field,and the relevant data are collected to analyze and evaluate.The results show that the comprehensive evaluation value of Shanxi tourist destination brand construction is 3.722.According to the reference standard of the evaluation level,the comprehensive evaluation value is within the range of 3.50?4.25,which shows that the brand building effect of Shanxi tourist destination is good and the development potential is great.However,although the value of comprehensive evaluation is high,there are still a lot of problems that can not be ignored from the comparison between the average value of tourists' expectation and the mean of satisfaction.Aiming at the problems in brand promotion and brand management of Shanxi tourist destinations,this paper puts forward strategies for promoting Shanxi's tourist destination brand.Based on the perspective of tourists,the article uses the comparison results of satisfaction and expectation to analyze the problems of Shanxi tourist destination brand.In the evaluation of tourist destination brands,the perspectives are unique and the methods are more flexible.