旅游目的地品牌化驱动因素构成及“清新福建”案例验证  

A STUDY ON THE COMPOSITION OF DRIVING FACTORS FOR DESTINATIONS BRANDING AND CASE VERIFICATION OF “FRESH FUJIAN”

作　　者：石玉[1] 苏雅婷 罗金华[1] SHI Yu;SU Ya - ting;LUO Jin - hua(Collegeof Tourism,Sanming University, Sanming 365004, Fujian, Chin)

机构地区：[1]三明学院旅游学院,福建三明365004

出　　处：《云南地理环境研究》2018年第2期1-8,共8页Yunnan Geographic Environment Research

基　　金：福建省社会科学规划项目"‘清新福建’旅游形象感知与网络营销策略研究(FJ2015C117)";福建省高校人文社科基地国家公园研究中心阶段性成果

摘　　要：在文献梳理的基础上,通过目的地品牌化概念及理论模型的解析,提出目的地品牌化驱动因素构成——国家发展战略、目的地定位、旅游市场需求、目的地地方特质、竞争对手营销态势、营销传播理论与技术、受众信息接收行为特征。其中,国家发展战略、竞争对手营销态势和受众信息接收行为特征3个驱动因素是结合中国本土化语境新提出的。研究发现,上述7个驱动因素均能在"清新福建"目的地品牌化案例中得到有效验证。Basis on literature reviewand the analysis of destination branding concepts and theoretical models,we proposed the composition of driving factors for destination branding,which mainly includes： national development strategy,destination positioning,tourism market demand,destination local characteristics,and competitor marketing situation, marketing communication theory and technology, audience information receiving behaviors. Among them,national development strategy,competitor marketing situation and audience information receiving behaviors are newly proposed in the local context of China. The study found that all of the above seven driving drivers can be effectively verified in the case of ＂Fresh Fujian＂destination branding.

关 键 词：目的地品牌化 驱动因素 目的地营销 清新福建 

分 类 号：F590[经济管理—旅游管理]