旅游目的地品牌标识评价研究——以中国优秀旅游城市为例  

Evaluation on Tourist Destination Brand Logos——Taking China Excellent Tourism Cities as Examples

作　　者：王京传[1,2] 李天元[1] 

机构地区：[1]南开大学旅游与服务学院,天津300071 [2]曲阜师范大学历史文化学院,山东曲阜273165

出　　处：《旅游学刊》2012年第2期43-51,共9页Tourism Tribune

基　　金：国家社会科学基金项目(11CGL110);山东省文化艺术科学重点课题(201002023)资助~~

摘　　要：品牌标识是旅游目的地的核心品牌要素,也是其竞争优势的重要来源。但是,目前国内外对旅游目的地品牌标识及其评价的研究很少。文章在分析旅游目的地品牌标识内涵和类型基础上,提出旅游目的地品牌标识评价应遵循市场营销之功能性原则。基于此,文章构建了旅游目的地品牌标识评价的IDCAM模型,提出一个好的品牌标识应该具备识别性、区分性、一致性、易于被注意和易于被记忆之特征。以该模型为基础,文章从信号传递、符号意义、要素组合、视觉要素四个视角对旅游目的地品牌标识评价的具体标准进行了研究,并构建了基于IDCAM模型的旅游目的地品牌标识评价标准模型。依据IDCAM模型,我国优秀旅游城市正在独立使用的149个品牌标识大部分具有识别性,但是区分性明显不够,而且符合理想层次评价标准者仅有31个。As one of the core brand elements, brand logos are important sources of a destination＇s competitive advantage. More and more destinations are beginning to use brand logo to attract tourists. But there are few researches on destination brand logo evaluation in tourism research at present. No research has put forward an useful model for it. There is no common definition about the standards of good destination brand logos in practice either. Therefore, this paper tries to construct a systematic model for evaluating destination brand logos to improve the theoretical research and guide practices. Brand logos, which are usually considered as the signature of a destination, can become a long - term marketing tool. It can be used in a wide range of special marketing campaigns in destination management. So we should evaluate the destination brand logo from the marketing perspective and follow the marketing function principle. That is to say, we should evaluate brand logo according to whether it can effectively market the destination it represents. Guided by this principle and destination branding theories, this paper constructs an IDCAM （Identification, Differentiation, Consistency, Attention, Memorization） model for destination brand logo evaluation. Firstly, it puts forward that we should evaluate the destination brand logo from five dimensions：identification, differentiation, consistency, absorbing consumer＇s attention and easily being memorized. Secondly, it puts forward that we should evaluate the destination brand logo according to the process from identification, differentiation, consistency and attention to memorization. The IDCAM model is a holistic system which has the attributes of good theoretical basis, clear evaluation principle and goal. Furthermore, this paper identifies the specific standards of destination brand logo evaluation from four perspectives： signal transmission, symbolic meaning, brand elements combination and visual effect. After the detailed analysis from these four perspectives

关 键 词：旅游目的地 品牌标识 IDCAM模型 中国优秀旅 游城市 

分 类 号：F592[经济管理—旅游管理]