低碳时代对旅游业提出了新要求，作为旅游承载体的旅游地，如何在扑面而来的
低碳经济时代打造优势的品牌竞争力，成为各旅游地的首要问题。过去旅游地之间的
竞争，主要是围绕旅游资源、产品、线路等，关注旅游资源开发的结果，很少考虑怎
样开发、开发的过程是否对自然环境造成了破坏等问题。如今，游客低碳意识不断地
提高，对旅游地的选择转向了旅游地自然生态资源、环境的优良程度等低碳因素。旅
游地必须在充分了解自身的资源特色的基础上，结合低碳要求，不断提升其品牌竞争
能力，才能在日趋激烈的旅游竞争洪流中屹立不倒，实现旅游地的可持续发展。
本文从旅游地品牌竞争力和低碳经济的本质出发，明确旅游地品牌的概念，揭示
出旅游地品牌竞争力与低碳经济之间的关系。研究过程中结合文献研究与规范研究方
法，借鉴国内外对旅游地品牌竞争力的研究成果，设计了原始的低碳经济下旅游地品
牌竞争力评价指标体系，通过发放问卷与专家打分的方式获得数据，利用层次分析法
对数据进行处理，获得权重系数并进行一致性分析，进而形成完整的指标体系。最后
将指标体系应用到广西北部湾的实证分析中，得出结果并对其品牌竞争力的发展提出
了五个建议。通过本文的研究，期待能够对旅游地企业以及当地政府提供一些有益的
借鉴。
关键词：低碳经济，旅游地品牌，品牌竞争力，层次分析法，评价指标体系II
Research on The Evaluation Index System of
Tourist Destination Brand Competence Based on
Low-carbon Economy
Abstract
In recent years, the world’s environmental pollution problems become more and more
serious; The phenomenon as acid rain, flood, debris flow etc. occurred frequently, the
survival of the human society is facing the huge threats, the transformation of economic
development model becomes the urgent problems to the world. In 2003, England first
proposed the low carbon economy concept; in 2007, Hu jintao clearly pointed out that
China must develop low-carbon economy in APEC meeting; and August 2009, once
again, the standing committee of the National People's Congress confirmed the target of
“basing on China's national conditions, developing low-carbon economy”, marking a low-
carbon economy in China has formally becomes the national strategy of system. Low-
carbon economy era has come.
Low-carbon times puts forward new request for tourism, as the tourism supporting
body, how the tourist destination making the advantages of brand competitiveness,
becomes the primary problem of tourist sites. In the past, the competition between tourisms
mainly around the tourism resources, products, line, etc., they pay more attentions to the
result of tourism resource development, but seldom consider how the damage during the
process of the development. Today, the consciousness of tourists’ low-carbon constantly
improve, the choices of tourism are changing to the low-carbon factors such as the natural
ecological tourism resources, environment of good degree and so on. Tourist destination
must based on the full understanding of their own basis resources, then combined with
low-carbon requirements, improves its brand competition ability continuously. So that it
can make the destination gain the sustainable development of the tourism resorts in the
increasingly fierce competition in the tourism flow.
Based on the tourism destination brand competitiveness and low-carbon economy
with its essence, this paper reveals the relationship between the tourism brand沈阳工业大学硕士学位论文
III
competitiveness and low-carbon economy, definite the concept of the tourism destination
low carbon. In the course of the study, this paper combines literature research and
normative research method, draws lessons from domestic and international brand
competitiveness of tourism destination research results, designs an original evaluation
index system of tourism destination brand competence based on low-carbon economy,
through the questionnaire and expert scoring way to get the data, uses AHP method to
processes the data, gains the weight of the data for correspondence analysis, then forms a
complete index system. Finally selecting Guangxi Beibu Gulf as the empirical analysis, get
the result and puts forward five Suggestions on how to promote the brand competitive
development. The research in this paper is looking forward to provide some beneficial
information for tourism destination enterprises and local governments.
Key words：Low-carbon economy, the brand of tourist destination, brand competence,
the Analytical Hierarchy Process, the evaluation index systemIV
目 录
摘 要......I
Abstract ..... II
第一章 绪论...........1
1.1 论文研究背景及意义...... 1
1.1.1 论文研究背景..... 1
1.1.2 论文研究意义..... 2
1.2 国内外相关研究现状...... 3
1.2.1 国外研究现状..... 3
1.2.2 国内研究现状..... 4
1.3 研究内容和方法. 9
1.3.1 研究内容. 9
1.3.2 研究方法........... 10
1.4 论文的创新点... 10
第二章 相关理论基础.....12
2.1 低碳经济的内涵 12
2.1.1 低碳经济提出的背景... 12
2.1.2 低碳经济的概念........... 12
2.2 旅游地品牌的内涵........ 13
2.2.1 旅游地品牌的概念....... 13
2.2.2 旅游地品牌的构成要素........... 14
2.3 旅游地品牌竞争力的内涵........ 14
2.3.1 旅游地品牌竞争力的概念....... 14
2.3.2 旅游地品牌竞争力的特点....... 15
2.4 低碳经济和旅游地品牌竞争力的关系........... 15
第三章 低碳经济下旅游地品牌竞争力的影响因素分析.........17沈阳工业大学硕士学位论文
3.1 旅游地品牌竞争力的影响因素分析 ....17
3.1.1 旅游地品牌影响因素 ...17
3.1.2 旅游地竞争力影响因素 ...........19
3.1.3 旅游地品牌竞争力影响因素模型 .......22
3.2 低碳经济背景下旅游地品牌竞争力的影响因素分析 23
3.2.1 现实竞争因素 ...23
3.2.2 潜在竞争因素 ...24
3.2.3 环境竞争因素 ...24
第四章 低碳经济下旅游地品牌竞争力的评价指标体系构建.25
4.1 评价指标选取的原则 ....25
4.2 评价指标的确立 26
4.2.1 初始评价指标的获取 ...26
4.2.2 初始评价指标的筛选 ...27
4.2.3 最终评价指标体系的确立 .......32
4.3 指标体系的权重确定 ....34
4.3.1 构造判断矩阵 ...34
4.3.2 计算指标的权重系数 ...39
4.3.3 一致性检验 .......43
第五章 实证分析.48
5.1 问卷设计 48
5.2 体系应用 48
5.3 结果分析 53
5.3.1 分析总结 ...........53
5.3.2 策略探讨 ...........55
第六章 结论.........57
参考文献...59
附录 低碳经济下旅游地品牌竞争力评价指标体系调查问卷.61
在校研究成果.......71
致 谢...721
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