Construction of Rural Tourism Brand Value Management Model from the Perspective of Big Data

Abstract

Rural tourism has become an important branch of tourism management. Big data technology provides tools for rural tourism brand value management. This study aims to build a brand value management model for rural tourism from the perspective of big data. The rural tourism brand value management model under the big data perspective takes the rural tourism brand competitiveness as the starting point to analyze the relationship between brand value and brand competitiveness, so that the brand competitiveness under the perspective of rural tourism brand value has a more specific and quantifiable index system. From the two aspects of enterprise value advantage and customer value advantage, this article looks for the factors that comprehensively reflect the brand competitiveness of rural tourism. After the establishment of the index system, the BP neural network model is used to make the multiple factor evaluation more objective and feasible. Finally, it is proposed to enhance the competitiveness of rural tourism brands from the perspective of the reconstruction of competitive advantage based on enterprise value and the reconstruction of competitive advantage based on customers.

Configuration path analysis of tourism resources collaborative development on common prosperity in the New Era

“…的强大刺激因素，Behrer 等 [17] 提出旅游业通过提供自然资本存量、基础设施建设等物质 基础来创造收入和财富。可见，旅游生产资源作为物质基础直接进入旅游产业，将社会 财富"蛋糕"不断做大，并能更好地重新分配财富，提升区域经济富裕程度 [18] 。 1.1.2 人力资本与共同富裕 旅游人力资本作为产业基础要素，为共同富裕提供人本支撑。旅游人力资本在共同 富裕进程中，直接投入到生产过程，通过就业共享社会财富实现自我价值，二者相互促 进。李军明等 [19] 提出旅游人力资本通过就业拉动效应，实现旅游富民，促进共同富裕有 差别、有效率地发展；Vukovic 等 [20] 的实证研究同样论证了此观点。归根到底，共同富裕 的根本价值目标是促进人的全面发展，人作为生产中最活跃的因素，其自我实现亦是产 业发展的最终归宿。 1.1.3 技术资源与共同富裕 旅游技术资源作为产业基础要素，为共同富裕提供创新要素。产业的基础是技术， 技术创新是旅游产业高度化和合理化发展的核心。Maquera 等 [21] 认为旅游技术的应用与传 播为旅游产业提供了动力源泉，增加社会财富；Ye [22] 研究发现利用云服务的新型智慧旅 游管理模式可以升级旅游产业，保持经济的稳定增长。可见，旅游技术资源的不断创新 是社会富裕程度增长的源泉。 1.1.4 品牌资源与共同富裕 旅游品牌资源作为产业环境要素，通过旅游品牌价值促进旅游产业与区域共同富裕 发展进程。品牌是产业参与市场竞争的核心资源，为旅游产业提供具有经济价值的无形 资产。Wang 等 [23] 指出品牌建设与开发旅游创新产品特色是旅游的灵魂和生命，增加旅游 附加值是品牌发展的基本途径；Reyes [24] 论证了高质量的旅游品牌资源以文化财富的形 式，实现旅游者精神生活共同富裕。此外，Richard 等 [25] 提出旅游品牌资源与共享经济的 结合颠覆了传统旅游业，实现了大规模指数级的经济增长。综上，品牌资源有助于共建共 享旅游者的品质生活，在促进"富裕"的同时，利用共享经济实现产业"共同"发展 [26] 。 1.1.5 交通资源与共同富裕 旅游交通资源作为产业环境要素，借助于交通区位优势推动区域旅游业和共同富裕 发展进程。交通资源作为旅游产业外部环境，通过运输功能实现旅游成果共享化。Saxena 等 [27] 认为交通资源与一个国家的经济和人口增长息息相关，是旅游空间区位发达程度 的体现；Mylonakou 等 [28] 则利用系统动力学研究得出交通能够实现城市繁荣和市民幸福的 目标。研究表明，旅游者和旅游要素通过交通网络逐渐打破地域限制，加速空间运输与 流动，从而促进区域、城乡协调发展，推动共同富裕中共享理念转化为具体实践 [13] 。 1.1.6 生态环境与共同富裕 旅游生态环境作为产业环境要素，利用良好的环境条件和生态基础促进旅游产业与 区域共同富裕发展进程。生态环境兼具自然财富与经济财富之重任，旅游产业生态化是 新时代趋势。Shang 等 [29] 指出在高收入的亚洲国家旅游生态的绿色发展对国民财富的可持 续增长是积极的；张奎力等 [30] 认为旅游生态福利的递增明显提升居民幸福指数，尤其是…”

Construction of a coupled evaluation index system of rural habitat environment and rural tourism in China based on multi-objective optimization algorithm

“…For supervised training algorithms of machine learning, three typical training algorithms, the Levenberg-Marquardt method, the Bayesian regularization method, and the quantized conjugate gradient method can usually be used. The performance of ANN models is obtained by the combined evaluation of two metrics, the regression coefficient R and the mean square error, between their predicted target values and the simulated target values of the dataset, and the MSE and R are calculated in Equations ( 1) and (2). In this subsection, the trial-and-error method is used to determine the two parameters, the number of neurons in the hidden layer and the training algorithm, and the best parameters are selected based on the judgment of having a small MSE value and a large R value.…”

“…Rural issues have always been the focus of attention from all walks of life, from the proposal of new rural construction in 2005, the construction of beautiful countryside in 2013, and the proposal of a rural revitalization strategy in 2017 [1][2][3]. Rural construction has been gradually upgraded from "beautification" to comprehensive "optimization", and the focus of work at the national level has been gradually transformed from mainly material space to the upgrading and deepening of both material and spiritual levels [4][5][6].…”