GB/T 39869-2021.Brand evaluation-Tourist destination.
1 Scope
GB/T 39869 specifies the terms and definitions, brand value measurement model, brand strength measurement indicators, brand value measurement process and report of tourism destination brand evaluation.
GB/T 39869 is applicable to tourism destination brand evaluation and can also be used as a basis for industry organizations and third parties to conduct brand evaluation of enterprises.
2 Normative references
The following documents are indispensable for the application of this document. For all dated references, only the dated version applies to this document. For all undated references, the latest version (including all amendments) applies to this document.
GB/T 16766 Basic terms for tourism industry
GB/T 29187 Brand evaluation Brand value evaluation requirements
GB/T 29188 Brand evaluation Multi-period excess return method
GB/T 31284 Brand value evaluation Tourism industry
3 Terms and definitions
The terms and definitions defined in GB/T 16766, GB/T 29187, GB/T 29188 and GB/T 31284 and the following terms and definitions apply to this document. For ease of use, some terms and definitions in the above standards are repeated below.
3.1
Tourist destination
A tourist regional complex that can attract a certain number of tourists and has a large spatial range and relatively complete reception facilities.
[GB/T 16766-2017, definition 9.6]
3.2
Tourist revenue
All tourism expenditures paid by tourists (overseas and domestic tourists) during the tour. Including international tourism (foreign exchange) income and domestic tourism income. ||
tt||4 Brand value calculation model
4.1 Income method model
The income method is a method of calculation by referring to the present value of the economic benefits expected to be generated by the brand.
This standard specifies the terms and definitions of tourism destination brand evaluation, brand value calculation model, brand strength calculation indicators, brand value calculation process and report. This standard is applicable to tourism destination brand evaluation and can also be used as a basis for industry organizations and third parties to evaluate the brand of enterprises.

ICS03.140
National Standard of the People's Republic of China
GB/T39869—2021
Brand evaluation
Tourist destination,
Brand evaluationTourist destination2021-03-09Issued
State Administration for Market Regulation
National Standardization Administration
Issued
Implementation on 2021-10-01
This standard was drafted in accordance with the rules given in GB/T 1.1-2009. This standard was proposed and managed by the National Technical Committee for Standardization of Brand Evaluation (SAC/TC532). GB/T39869—2021
Drafting units of this standard: China Brand Development Promotion Association, Anhui Quality Brand Promotion Association, Anhui Quality and Standardization Research Institute, North China University of Technology, Zhongtongcheng Asset Appraisal Co., Ltd., Tianzhu Mountain Scenic Area Management Committee, Huangshan Tourism Development Co., Ltd., Shucheng Wanfo Lake Tourism Management Industrial Co., Ltd., Chuzhou Langya Mountain Scenic Area Management Committee, and Anhui Quality Certification Consulting Center. The main drafters of this standard: Lv Anran, Liu Xinde, Geng Tianlin, Zhou Yun, Zhang Shufan, Gong Xiaoyan, Zhao Jingbin, Wang Ran, Wang Qiuhui, Zhang Wenqiu, Li Xiaowan, Rao Xuan
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1 Scope
Brand evaluation
Tourism destination
GB/T39869—2021
This standard specifies the terms and definitions, brand value measurement model, brand strength measurement indicators, brand value measurement process and report of tourism destination brand evaluation.
This standard is applicable to tourism destination brand evaluation, and can also be used as a basis for industry organizations and third parties to conduct brand evaluation of enterprises. 2 Normative references
The following documents are indispensable for the application of this document. For all dated references, only the dated version applies to this document. For all undated references, the latest version (including all amendments) applies to this document. GB/T16766
Basic terms for tourism industry
GB/T29187Brand evaluationBrand value evaluation requirementsBrand evaluationMulti-period excess return method
GB/T29188
GB/T31284
Brand value evaluationTourism industry
3Terms and definitions
Terms and definitions defined in GB/T16766, GB/T29187, GB/T29188 and GB/T31284 and the following terms and definitions apply to this document. For ease of use, some terms and definitions in the above standards are repeated below. 3.1
Tourist destination
touristdestination
A tourist complex that can attract a certain number of tourists, has a large spatial scope and relatively complete reception facilities [GB/T16766-2017. Definition 9.6]
Tourist revenuetouristrevenue
All tourism expenses paid by tourists (overseas tourists and domestic tourists) during the tour. Including international tourism (foreign exchange) income and domestic tourism income.
4 Brand value calculation model
4.1 Income method model
The income method is a method of calculation by referring to the present value of the economic benefits expected to be generated by the brand. The brand value of a destination based on the income approach is calculated according to formula (1): FBC
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. (1)
GB/T39869—2021
Where:
Brand value:
Average annual income of the destination brand; Brand discount rate.
Average annual income of the destination brand
Average annual income of the destination brand is calculated according to formula (2): FBC=Io-ID
Where:
Average annual income of the destination brand: (2)
Average of all income of the destination for three consecutive years before the evaluation, Local total income from the economic statistical yearbook of the destination,
Average of income generated by the destination for three consecutive years before the evaluation that is not related to the destination brand. 4.3 Brand discount rate
Brand discount rate is calculated according to formula (3):
Where:www.bzxz.net
Brand discount rate.
The average annual interest rate for three consecutive years before the evaluation, based on the loan interest rate of the People's Bank of China: Brand strength coefficient.
4.4 Brand strength coefficient
(3)
Evaluators can use the weighted assignment method to obtain brand strength K based on the tangible factor (K), quality factor (K,), innovation factor (K:), service factor (K), and intangible factor (K) level indicators, and calculate it according to formula (4): K
Where:
Brand strength:
The score of the first-level indicator;
CK,xW
The weight of the influence of the i-th first-level indicator on brand strength K. Brand strength K is converted into brand strength coefficient k, and the value range is limited to a scientific range, such as [o, 1]. (4)
If the indicators of tangible factors (K), quality factors (K,), innovation factors (K), service factors (K,), and intangible factors (K,) are composed of secondary indicators, they can be calculated according to formula (5): K
Where:
The score of the first-level indicator;
KfxW
The score of the second-level indicator under the first-level indicator; The weight of the influence of the second-level indicator on the first-level indicator. rrKaeerKAca-
. (5)
Brand strength measurement indicators
Overview
GB/T39869—2021
The tourism destination brand strength measurement indicators include tangible factors, quality factors, service factors, innovation factors, and intangible factors. For the evaluation content and reference weights of indicators at all levels, please refer to Appendix A. 5.2
Tangible elements (K,)
5.2.1
Financial indicators (K1)
Financial indicators may include tourism investment.
5.2.2
Tourism resources (K12)
Tourism resources may include tourism resource levels. 5.3
5.3.1
Quality elements (K2)
Quality level (K21)
Quality level may include:
Quality honor;
Ornamental and recreational value;
Infrastructure construction.
5.3.2
Quality credit (K2)
Quality credit may include:
Credit sentiment;
Credit complaints.
5.3.3
Quality management (K23)
Quality management may include:
System construction:
Informatization construction.
5.4 Innovation elements (K)
5.4.1
Product (service) innovation (K31)
Product (service) innovation may include:
Product innovation;
Service innovation.
2 Cultural (management) innovation (K32)
5.4.2
Cultural (management) innovation may include:
Cultural innovation;
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GB/T39869—2021
Management innovation.
5.5.1
Service elements (K)
Service capabilities (K4)
Service capabilities may include:
Catering services;
Accommodation services;
Transportation services;
Sightseeing services;
Shopping services;
Entertainment services.
5.5.2
Service assurance (K42)
Service assurance may include:
Safety services;
Emergency mechanisms;
Tourist complaint handling;
Implementation of service standards;
Basic conditions configuration.
5.5.3
Customer relations (K43)
Customer relations may include:
Tourist satisfaction;
Tourist loyalty
Intangible factors (Ks)
5.6.1
Market capabilities (K51)
Market capabilities may include:
Market influence;
Market development capabilities;
Sustainable development capabilities.
5.6.2
Brand building (K52)
Brand building may include:
Brand awareness;
Brand recognition;
Brand reputation;
Brand loyalty.
5.6.3
Social responsibility (K53)
Social responsibility may include:
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Safe operation;
Social care.
6 Brand value measurement process
6.1 Evaluation purpose and independence
Determine the evaluation purpose based on the intended use of the measurement, the user of the results, the characteristics of the brand being measured, etc. GB/T39869—2021
This standard provides a brand strength evaluation index system and calculation formula. According to different purposes and information obtained, the evaluator shall exercise professional judgment when forming an evaluation opinion and maintain independence in the evaluation opinion. Identify the factors affecting value
The brand value calculated by this standard is based on the overall tourism income of the tourist destination, and comprehensively considers the impact of factors such as tangible, quality, innovation, service and intangible elements of the tourist destination on the brand value. 6.3 Determine the object of measurement
Before measurement, the brand of the tourist destination to be evaluated should be identified, defined and described, including the scope of the tourist destination and its value range. Determine the model parameters
Determine the following model parameters:
Evaluation base year;
-Measuring method of tourism income.
Collect measurement data
Follow the principles of truthfulness, accuracy and objectivity, collect statistical data of the evaluated tourist destination and other important indicators that affect brand value as input values ??for evaluation.
6.6 Execute the measurement process
6.6.1 Use appropriate methods to determine the international tourism foreign exchange income and domestic tourism income of the evaluation base year, and calculate tourism income. 6.6.2 Refer to the information of the evaluated tourist destination, use appropriate methods to summarize the evaluation indicators at all levels, and calculate the brand strength coefficient k. 6.6.3 Input the above information into the evaluation model to calculate the brand value of the measured tourist destination. 6.7 Report the evaluation results
According to the purpose of the evaluation, choose an appropriate form to report the measurement results. 7 Report
The tourism destination brand evaluation report clearly states the following: the position and identity of the evaluator;
b) the purpose of the evaluation;
the definition of the evaluated brand;
the valuation of brand-related assets;
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GB/T39869—2021
Report users or readers:
value premise;
evaluation report date;
evaluation base date;
brand evaluation results;
the source of the data used;
restrictions on use.
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Appendix A
(Informative Appendix)
Indicators and explanations for calculating the brand strength of a tourism destination The indicators and explanations for calculating the brand strength of a tourism destination are shown in Table A1. Table A.1 Indicators and explanations for calculating the brand strength of a tourism destination First-level indicators
Tangible elements
(Ki)
(350 points)
Quality elements
(150)
Innovation elements
(Ka)
(100)
Secondary indicators
Financial indicators
(Kn)
(150 points)
Tourism resources
(K2)
(200 points)||t t||Quality level
(K2l)
(50 points)
Quality credit
(K2)
(50 points)
Quality management
(Kza)
(50 points)
Product (service)
Innovation
(Ka)
(50 points)
Third-level indicators
Tourism investment (150 points)
Tourism resource level (200 points)
Quality credit Reputation (20 points)
Ornamental and recreational value (20 points)
Infrastructure construction (10 points)
Credit situation (25 points)
Credit complaints (25 points)
System construction (25 points)
Informatization construction (25 points)
Product innovation (25 points)
Service innovation (25 points)
Indicator description
Government and private economic investment in tourism destinations GB/T39869—2021
World-class Tourism resources mainly include scenic spots and historic sites approved by the United Nations Educational, Scientific and Cultural Organization to be included in the World Heritage List, world-class geological parks and nature reserves included in the United Nations "Man and the Biosphere" program; national-level tourism resources mainly include national scenic spots, national historical and cultural cities and national key cultural relics protection units approved and announced by the State Council, as well as national nature reserves and national forest parks; provincial-level tourism resources mainly include provincial-level scenic spots, provincial-level historical and cultural cities, provincial-level cultural relics protection units, as well as provincial-level nature reserves, provincial Provincial forest parks, provincial historical and cultural towns and villages, etc.;
Municipal (county) level tourism resources, mainly including municipal (county) level scenic spots and municipal (county) level cultural relics protection units, etc.
Number of 3A-level and above scenic spots, number of geographical indication products, number of famous trademarks, number of famous brand products, number of famous architectural awards, etc.
Natural landscape value, such as geographical landscape, water scenery, biological landscape, etc. Human landscape value, such as ruins, buildings and facilities, etc. Ecological value, such as air quality, water quality, forest coverage, etc. Inquiry points, signs, rest stops , construction of public toilets, roads, supply stations, etc. Media exposure in the past three years
Consumer complaints credit responsibility
Quality management system construction
Quality management information level
Product (visit, entertainment) uniqueness
Personalized tourism service innovation (such as online booking service channel innovation)-rrKaeerKAca-
GB/T39869—2021
-Level indicators
Innovation elements
(Ka)||t t||(100)
Service elements
(K.)
(150)
Secondary indicators
Culture (management)
Innovation
(Ka)
(50 points)
Service capabilities
(Ka)
(60 points)
Service guarantee
(Ke)
(50 points)
Third-level indicators
Cultural innovation (25 points)
Management innovation New (25 points)
Catering services (10 points)
Accommodation services (10 points)
Transportation services (10 points)
Tour services (10 points)
Shopping services (10 points)
Entertainment services (10 points)
Safety services (10 points)
Emergency mechanism (10 points)
Tourist complaint handling (10 points)
Service standard implementation (10 points)
Basic conditions configuration (10 points)
Table A.1 (continued)
Indicator description
Number of festivals at or above the provincial level in the past three years
Number of events at or above the provincial level in the past three years
Number of theme exhibitions/forums at or above the provincial level in the past three yearsNumber of theme live performances at or above the provincial level in the past three years
Number of well-known theme parks
Number of smart scenic spots
Innovation of operation and management model
Innovation of marketing methods, such as innovation in pricing models and preferential methodsInnovation of marketing policies, such as tax refunds, 72-hour transit visa exemption, etc.Total number of star-rated hotels
Food safety, such as the number of food hygiene licensesCharacteristics of catering
Total number of star-rated hotels, number of RV camps, etc.
Convenience and transportation capacity of railways, roads, water transport, civil aviation, etc.Number of tourist distribution centers
Total number of travel agencies
Number of tour guides
Standardization of shopping points
Quality rate of goods
Reasonableness of prices
Tourists’ purchasing autonomy
Richness of entertainment items
Interest or viewing quality of entertainment items
Safety of entertainment items
Access to safety services
Response time of safety services
Establishment of emergency response system
On-site emergency response capability
Complaint handling rate of tourist destinations
Response time of tourists’ complaints
Number of units building tourism service standard system and degree of standardization, including service personnel, service facilities, service outlets, matching of service access convenience with service capacity commitment and investment
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Level indicators
Service elements
(150)
Intangible elements
(K.)
(250)
Secondary indicators
Customer relationship
(K4s)
(40 points)
Market capability
(Ka)
(100 points)
Brand building
(Ks2)
(100 points)
Social responsibility
(Kss)
(50 points)
Third-level indicators
Tourist satisfaction (20 points)
Tourist loyalty (20 points)
Market influence (40 points)
Market development ability (30 points)
Sustainable development ability (30 points)
Brand awareness (25 points)
Brand recognition (25 points)
Brand reputation (25 points)
Brand loyalty (25 points)
Safe operation (25 points)
Social care ( 25 points)
Table A.1 (continued)
Indicator description
Tourists’ satisfaction index with tourist destinationsComplaint rate per 10,000 people at tourist destinations
GB/T39869—2021
Tourists’ recommendation intensity for tourist destinations and frequency of repeated visitsMarket share
Scale of domestic and foreign tourists
Number of marketing channels established at home and abroad
Sustainable development capacity of brand resources
Level of brand environmental protection
Level of brand legal protection
Consumers’ awareness of tourist destinationsConsumers’ recognition of specific tourist destinationsConsumers’ approval of specific tourist destination brandsConsumers’ repeated consumption rate of specific tourist destination brandsOperational safety index (such as the number of major network events)Social welfare, charity and welfare activities, tourism poverty alleviation activities, etc.9
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