国外旅游目的地品牌研究综述  

A REVIEW ON TOURISM DESTINATION BRAND ABROAD

作　　者：郭永锐[1] 陶犁[1] 冯斌[2] 

机构地区：[1]云南大学工商管理与旅游管理学院,昆明650091 [2]遵义师范学院历史文化与旅游管理系,遵义563002

出　　处：《人文地理》2011年第3期147-153,共7页Human Geography

基　　金：教育部人文社会科学研究基金项目(09XJA790018)

摘　　要：旅游目的地品牌化是近些年的热点研究问题,日益引起学术界和旅游目的地管理者的重视。本文对检索到的国外旅游目的地品牌研究的相关文献进行了较为详细的梳理和评析。内容上这些文献主要围绕旅游目的地品牌的概念、内涵、意义及所面临的挑战以及品牌资产等品牌研究的一些关键领域展开。国外学者对旅游目的地品牌的认识也由最初的目的地主权向旅游者主权转移。最后,笔者对国外该领域现有文献的研究做了简要评述,并展望其未来可能发展的走向,以期能为国内相关研究提供参考和启示。Tourism destination branding is a hot spot issue in recent years.Branding has become one of the most powerful tools in destination marketing strategy.This paper makes an analysis of relevant literatures regarding the tourism destination brand.The authors identify 89 destination branding publications which published between 1998 and 2010.Next,these publications were categorized as conceptual connotation of tourism destination brand,the importance of tourism destination brand;the challenge of tourism destination brand;the model of destination branding;destination brand positions;destination brand image;destination brand personality;destination brand equity;destination brand Strategic Development.This paper finds that studies of destination branding draw their inspiration from the general marketing literature because the concept of branding can be extended successfully to both tangible and intangible elements.The transference and use of branding in tourism in part of this larger process,but the applicability of the marketing approach to destination branding has to be questioned because of the unique characteristics of tourism settings.Several researchers attempted to conceptualize destination brand similar to the drivers of brand equity in general marketing,such as brand personality,brand value,and brand essence,It means that the trend toward a more systematic approach at the conceptual level regarding what a destination brand comprises by including distinctive components has begun.Finally,the authors make a brief analysis of the limitation of the study of foreign literature in this area and look into the possible development orientation in future in the hope of providing references and enlightenment for domestic relevant studies.It is important that there are four potential research gaps warranting attention by researchers including the scientific organizational structure and management system for tourism destination brand management;measurement of destination brand equity effectiveness over time and exploration th

关 键 词：旅游目的地品牌 旅游目的地品牌化 品牌资产 

分 类 号：F592[经济管理—旅游管理]