Evaluation Of Tourism Brand Value Of Forest Park

Our country’s forest tourism is developing rapidly,the number of forest parks is increasing,and competition is becoming increasingly fierce.The competition of products and prices has gradually developed into the competition of brands.The brand has become the core asset of the forest park,and the level of brand value directly affects the future operation and development of the forest park.Accurate evaluation of brand value can judge the success of brand building,management,marketing and other decisions,and can provide scientific guidance and opinions for future brand planning and construction.It is also of great significance for forest park investment,financing,and listing..my country’s forest parks have formed a certain type of characteristic tourism brand,and most of the related research still stays in the aspects of brand building,communication,marketing and influence.There are few researches on brand value evaluation and most of them focus on qualitative analysis,while quantitative analysis is relatively lacking.Therefore,this article mainly solves the following three problems:(1)Selecting scientific evaluation methods according to the characteristics of forest parks,and constructing a forest park tourism brand value evaluation index system;(2)Accurately calculating the tourism brand value of Xuexiang Forest Park;(3)exploring forest parks Corresponding countermeasures for the promotion of tourism brand value.First,sort out and analyze the related research on forest park tourism brand.Based on the understanding of the development context of the forest park tourism brand,combined with the brand value related research and the forest park tourism characteristics,the applicability and operability of the brand value evaluation method are comprehensively analyzed,and the traditional Interbrand model is improved.Based on the characteristics of the development of forest park tourism activities,comprehensively considering the three perspectives of finance,market and tourists,determine the relevant factors that affect the strength of the forest park tourism brand,and build a forest park tourism brand value evaluation index system.And use the analytic hierarchy process to determine the weight of each indicator,avoid the deviation caused by direct scoring,and make the evaluation more scientific,reasonable and targeted.Secondly,conduct empirical research on the tourism brand of Xuexiang Forest Park.The operability and applicability of the model was verified,and the tourism brand value of Xuexiang Forest Park was calculated to be 260 million yuan.From theoretical research to empirical verification,it reflects the scientific nature of the model construction and provides a certain reference for the evaluation of my country’s forest park tourism brand value.Finally,explore the promotion of forest park tourism brand value and put forward corresponding countermeasures:first,strengthen brand crisis management capabilities,establish network public opinion monitoring departments,timely grasp public opinion trends,strengthen public opinion information analysis,and form a rapid response mechanism.The second is to enhance brand quality,improve infrastructure,enhance employee cohesion,and improve customer relationships.The third is to build an honest brand of forest parks,uphold the concept of honesty,strengthen employee service management,fulfill the promise of high-quality services,and establish a tourist feedback mechanism.The fourth is to improve the brand image,precise brand positioning,highlight brand characteristics,pay attention to brand packaging design,and form a distinctive brand identity.Fifth,in the self-media era,strengthen brand marketing cooperation,broaden brand marketing channels and improve brand marketing system.