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最新修订的品牌权益法主要强调了游客对于旅游地区的品牌贡献价值评估办法,从法案的修订可以看出,对旅游地区品牌价值评估考量是旅游区持续发展,建设的重要保证。其中法案主要的评估参考数据是旅游地区的游客数量,其中特别强调旅游地区的游客主动和被动前来游玩,主动前来游玩对于品牌价值的估计较为准确,而被动前来游玩的游客则不是依照自身意愿,如果计算在内会导致对该地区品牌加之影响过高估计,导致旅游地区市场定位不符合实际情况。
The newly revised Brand Equity Law mainly emphasizes the tourists’ assessment of the contribution value of the brand to the tourist areas. As can be seen from the amendment of the act, the assessment of the brand value of tourist areas is an important guarantee for the sustainable development and construction of tourist areas. The main reference data is the number of tourists in the tourism area, with special emphasis on tourism tourists active and passive to come and play, take the initiative to play for the brand value of the more accurate estimates, and passive tourists come to play is not in accordance with Their own wishes, if calculated, will lead to over-estimation of the impact on the brands in the region, resulting in the market positioning in tourist areas not in conformity with the actual situation.