Modern Social Science Research

Entering the new development stage, the tourism industry faces the new requirements of quality development, Yunnan Province as Chinas major tourism province, tourism as a pillar industry in Yunnan Province, involving a number of related industries, Yunnan Province tourism branding of the tourism industry and even developing a number of industries is becoming more and more important. In this paper, we use hierarchical analysis method (AHP) to comprehensively and systematically evaluate the construction of tourism brand in Yunnan Province by constructing an evaluation system for the construction of tourism brand in the whole region of Yunnan Province, which includes 16 secondary indicators at four levels of criteria: brand supervision, brand image, brand attraction and brand equity. The study suggests that by further improving tourism laws and regulations, enhancing market competitiveness and focusing on improving tourists experience and perception, the construction of Yunnans tourism brand can be accelerated.

Digital Empowerment; AHP; Yunnan Province; Tourism Territory-wide Branding