Brand Gene Recognition and System Construction of Coastal Tourism B&B Cluster Area

DOI

10.2991/978-94-6463-888-2_95How to use a DOI?

Keywords

text analysis; brand genes; gene recognition; tourist B&B clusters; village revitalization

Abstract

The Tourism B&B cluster area plays a crucial role in achieving rural revitalization and fostering high-quality regional tourism development. Based on the brand gene theory, this study focuses on the brand gene identification and system construction of coastal tourism B&B clusters, innovatively proposes a brand gene identification model with two-way synergy between the government and consumers, and extracts brand genes from the network text data of 13 coastal tourism B&B clusters through the methods of LDA theme model, co-occurrence analysis, radar chart, etc., and selects coastal tourism B&B clusters in Shandong Province to carry out brand gene validation. The results indicate that the brand recognition system of coastal tourism lodging agglomeration consists of 6 gene dimensions and 17 gene elements. The main features of the grouped coastal tourism lodging areas are becoming more similar; the possibilities of the additional features have not been fully used yet, and the mixed, changing, emotional, and value features show apparent differences between regions in how they are developed. The relevant research provides a clear construction direction for the brand construction of coastal tourism lodging agglomeration, offers important theoretical support and practical guidance for resource integration and sustainable development in the agglomeration, and improves and expands the application value of brand gene theory to a certain extent.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qinghui Tang
AU  - Xin Zhang
AU  - Liyang Wan
PY  - 2025
DA  - 2025/12/03
TI  - Brand Gene Recognition and System Construction of Coastal Tourism B&B Cluster Area
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 974
EP  - 991
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_95
DO  - 10.2991/978-94-6463-888-2_95
ID  - Tang2025
ER  -