IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-488-4_52.html

Research on the Spillover Effect of Tourism Scenic Spot Brand Alliance——Based on the Joint Matching Perspective

In: Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)

Author

Listed:
  • Daize Zhang

    (Sichuan Agricultural University)

Abstract

In recent years, under the development ideas of “one game of chess” and the sharing of the whole people, the joint promotion activities of the vulnerable tourist attractions and the strong tourist scenic spot market have frequently appeared, providing opportunities for the enhancement of tourism attractions in vulnerable tourism scenic spots. This article is based on the brand joint theory and takes the Ya’an Tourist Scenic Area as an example. It discusses the overflowing effect of the brand joint of the scenic spot from the perspective of joint matching. The experimental research results show that the brand in Ya’an disadvantaged tourist attractions and the strong tourist scenic spot jointly produced a negative overflow effect on the disadvantaged scenic spots, and this negative spillover effect can be adjusted by joint matching; The willingness to visit has a significant positive impact. According to this, the article proposes that when the brand is united, the cooperative object should be carefully selected, and the joint matching with the cooperation scenic area will be actively strengthening the cooperative scenic spots.

Suggested Citation

  • Daize Zhang, 2024. "Research on the Spillover Effect of Tourism Scenic Spot Brand Alliance——Based on the Joint Matching Perspective," Advances in Economics, Business and Management Research, in: Junfeng Liao & Hongbo Li & Edward H. K. Ng (ed.), Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), pages 461-467, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-488-4_52
    DOI: 10.2991/978-94-6463-488-4_52
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-488-4_52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.