中文摘要：

文章在企业识别系统（CIS）理论基础上，开发了旅游目的地品牌形象识别要素评价量表，通过对355名游客的行为意愿的问卷调查，对旅游目的地品牌形象识别要素评价量表进行了整体验证。同时对旅游目的地品牌形象识别要素与游客行为意愿的关系进行了实证分析。结果显示旅游目的地品牌形象识别要素评价量表整体结构良好，信度和效度值都处于较高水平，旅游目的地品牌形象识别要素通过品牌认同对游客行为意愿产生影响。

英文摘要：

Based on the theory of corporate identity system （CIS） , this paper developed tourism destination brand image elements evaluation scale. Through the questionnaire survey from 355 potential visitors, tourism destination brand image recognition el- ements evaluation scale is valued. At the same time, we carried out the empirical analysis of the relationship between tourism desti- nation brand image recognition elements and potential tourists＇ behavior intention. The results showed, tourism destination brand im- age recognition elements evaluation scale has good reliability and validity; tourism destination brand image recognition elements af- fect potential tourists＇ behavior intention through brand identification.