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

Daize Zhang ()
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Daize Zhang: Sichuan Agricultural University

A chapter in Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), 2024, pp 461-467 from Springer

Abstract: 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.

Keywords: Brand alliance; Combined matching; Spillover effect (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-488-4_52

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DOI: 10.2991/978-94-6463-488-4_52

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