近20年国内外旅游地品牌个性研究综述  

A REVIEW OF THE RESEARCH ON VACATION DESTINATION BRAND PERSONALITY IN RECENT 20 YEARS

作　　者：章翩 杨钊 ZHANG Pian;YANG Zhao(School of Geography and Tourism,Anhui Normal University,Wuhu 241003,Anhui,China)

机构地区：[1]安徽师范大学地理与旅游学院,安徽芜湖241003

出　　处：《云南地理环境研究》2021年第6期46-57,共12页Yunnan Geographic Environment Research

基　　金：国家社会科学基金面上项目“风景道规划的理论、方法与实践”(20FGLBO74).

摘　　要：旅游地品牌个性研究对旅游地差异化定位和品牌管理建设具有重要意义。系统梳理WOS和CNKI数据库中1998~2020年国内外旅游地品牌个性研究,结果发现:(1)相关研究引起国内外学者广泛关注,国外研究活跃度较高,研究成果较为丰富,国内研究进展相对缓慢;(2)国内外研究内容趋同,聚焦于跨类型、跨文化的旅游地品牌个性实证研究,探究个性对目的地—游客关系的作用;(3)国内外相关研究援引心理学、营销学及旅游学等学科理论,结合定量研究和定性研究方法,初步形成旅游地品牌个性研究框架雏形,但亟待进一步构建旅游地品牌个性感知体系与感知机制,阐释个性感知的发生路径、形成过程,进而建立完整的研究理论框架。The study of vacation destination brand personality is of great significance on differentiation positioning and brand management construction.From the study on destination brand personality in the domestic and overseas from 1998 to 2020 in the databases of WOS and CNKI,it s found that:(1)Related researches have attracted extensive attention from scholars both home and abroad,with high activity and abundant research results abroad,while the domestic research progress is relatively slow.(2)The research contents are similar at home and abroad,both focusing on the cross-type and cross-culture empirical research on tourist destination brand personality,and exploring the role of personality on the relationship of destination and tourist.(3)Related researches have quoted psychology,marketing,tourism and other disciplines theory,combined with the quantitative research and qualitative research methods,the preliminary framework of destination brand personality research has been formed,but needs to be further build a perception system and mechanism of destination personality,with interpretation of the path and the forming process of personality perception,and therefore establishing a complete theoretical framework.

关 键 词：旅游地 品牌个性 CiteSpace软件 

分 类 号：F591[经济管理—旅游管理]