山东青海两省旅游目的地品牌化实践模式比较及其启示  

Comparison of Shandong and Qinghai's Practice Mode of Tourism Destination Branding and its Enlightenment

作　　者：高静[1] 

机构地区：[1]浙江外国语学院国际工商管理学院,浙江杭州310012

出　　处：《浙江外国语学院学报》2014年第1期81-87,共7页Journal of Zhejiang International Studies University

基　　金：教育部人文社会科学研究项目(11YJC630047);浙江省哲学社会科学规划课题(12JCGL17YB)

摘　　要：以"好客山东"和"大美青海"这两个省级旅游目的地品牌为例,概括了山东、青海两省旅游目的地品牌化实践模式的特征,并从品牌化方式、品牌化阶段两个方面对二者进行了比较分析。研究表明,省级旅游目的地品牌化实践受区域所处发展阶段的影响,其成功得益于以下要素:政府主导,建立品牌化合作关系;独特、精准的品牌本体开发与物化展示;长期统一而连贯的品牌沟通;实施品牌伞策略,建立系统的品牌层次结构。Taking ＂Friendly Shandong＇＂ and ＂Magnificent Qinghai＂ as examples,this paper summarizes the characteristics of Shandong and Qinghai＇s practice modes of tourism destination branding.On the basis of the summary, the author makes a comparative analysis of these two modes from two aspects,that is,the way of branding and the stage of branding. The research indicates that the provincial tourism destination branding practice is influenced by its developing stage.The following factors are key to provincial tourism destination branding success：firstly, government＇s leading role in branding and the cooperation among different stake- holders; secondly, unique and exact development and display of brand identity; thirdly, coherent and consistent brand communication in a long period;fourthly,umbrella branding and the establishment of brand hierarchy.

关 键 词：省级旅游目的地 旅游目的地品牌化 实践模式 “好客山东” “大美青海” 

分 类 号：F590.8[经济管理—旅游管理]