A Study On The Tourism Brand Value Of Inner Mongolia From Two Perspectives

Driven by the rapid development of tourism,the tourism market is becoming more and more mature,people's demand for tourism is becoming more and more diversified popularization and characteristic,and the products and services between tourism regions are becoming more and more homogeneous,and so on.These kinds of phenomena continue to appear,resulting in the increasing substitutability among tourism destinations,and the "uniqueness" that tourism destinations rely on for survival,which is gradually losing its competitive advantage in the market.The use of tourism brand management strategy not only highlights the typical characteristics of products and services provided by tourism destinations,but also helps to establish emotional ties with tourists,attract more tourists,and gain sustainable competitive advantage for the local.In order to build the competitive advantage of tourism brand in Inner Mongolia,this paper analyzes the value of tourism brand in Inner Mongolia from the perspective of technological innovation and consumers.First of all,from the perspective of tourism technology innovation,select the economic index data of tourism enterprises in 2012-2018,the original value of fixed assets,the number of tourism employees,the number of tourism patent announcements,business income and tourism number and other indicators,and use data envelopment analysis as the research method to measure the efficiency of tourism technology innovation,from the perspective of comprehensive efficiency,pure technical efficiency,scale efficiency and all-important It is found that the efficiency of Tourism Technology Innovation in Inner Mongolia ranks far below the national average level,which is mainly due to the lower technical factors.Secondly,from the perspective of consumers,through combing and summarizing the relevant literature of the theoretical model of brand value from the perspective of consumers at home and abroad,based on Aaker's classic brand value model,this paper constructs the theoretical model and research hypothesis of Inner Mongolia tourism brand with five dimensions of brand cognition,well-known,perceived quality,perceived value and brand loyalty.This paper analyzes the image of Inner Mongolia tourism brand in the mind of those who have had Inner Mongolia tourism experience by sending out electronic questionnaire.Combined with data analysis software Spss and Amos,it conducts descriptive statistical analysis,reliability analysis,validity analysis,factor analysis,correlation analysis and empirical analysis.The results of the study establish five dimensions of tourism brand value in Inner Mongolia,and there is a close logical relationship between these five dimensions.Based on the theoretical analysis and empirical analysis,this paper puts forward countermeasures and suggestions to promote the tourism brand value of Inner Mongolia.The research not only enriches the research of domestic tourism brand value,but also puts forward reasonable suggestions on the basis of the research conclusion,which provides useful reference for the government and tourism enterprises to formulate brand strategy.