国外旅游目的地品牌资产及其管理研究述评  

Research on overseas tourism destination brand equity and its management theory

作　　者：许春晓[1] 莫莉萍[1] 

机构地区：[1]湖南师范大学旅游学院

出　　处：《旅游研究》2013年第2期1-7,共7页Tourism Research

基　　金：湖南省研究生创新课题;国家社科基金项目(12BJY128);湖南省社科基金重大项目(12ZDA09);国家教育部人文社会科学研究项目(09YJA790069)

摘　　要：随着旅游目的地竞争的加剧,品牌化已成为目的地获取竞争优势的重要手段,品牌资产作为品牌化的核心问题成为学术界关注的焦点。利用国外学术数据库系统检索相关文献,用内容分析法梳理,并进行较为系统的归纳,发现:总体上,西方学者们对旅游目的地品牌资产的研究文献表现出从单一的关注旅游目的地品牌形象向多维度方向发展的基本趋势;对基础理论的研究还不够扎实,制约着系统研究的展开;旅游目的地资产构成体系已经初步建立,但仍然需要大量的深入研究来完善。基础理论的全面系统化研究,是未来学术提升的基本方面;细化模型建构,精确测量指标体系,是未来学术探索的主要方面。With the aggravate intensify of tourism destination competition, branding has become an important means to obtain competitive advantages for a destination, brand equity as the core problems of branding has become the focus of academic circles. Using the overseas academic database system to retrieve the relevant literature, and content analysis methods to systematically sum up, it is found that in general, Western scholars＇ research literature of tourism destination brand equity shows a basic trend from single concern of tourism destination brand image to the multi - dimensional directions; basic theory research is far from solid, which restricts the development of the systematical research ; the structure system of tourism destination brand equity has been ini- tially established, but it still needs a lot of in - depth study to improve it. All - round and systematic research on basic theory is the basic aspect of the future academic promotion. The refinement of the model construction and the accurate measurement of the index system are the major aspects of the future academic exploration.

关 键 词：旅游目的地 品牌化 品牌资产 

分 类 号：F590[经济管理—旅游管理]