基于品牌感官印象的旅游目的地差异化定位--以成都4个古镇为例  

An Investigation of Differentiated Positioning of Tourism Destination based on Brand Sensory Impression:A Multi-cases Study of Four Ancient Towns in Chengdu

作　　者：吕兴洋[1] 吴艾凌 李惠璠[3] LYU Xingyang;WU Ailing;LI Huifan(School of Business Administration,Faculty of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China;College of Tourism and Service Management,Nankai University,Tianjin 300350,China;School of Economics,Nankai University,Tianjin 300071,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]南开大学旅游与服务学院,天津300350 [3]南开大学经济学院,天津300071

出　　处：《旅游学刊》2022年第4期93-103,共11页Tourism Tribune

基　　金：中央高校基本科研业务费项目“后冬奥时代西南地区滑雪运动纵深发展与滑雪人口培育研究”(JBK2202022)资助。

摘　　要：感官营销理论为目的地定位提供了新视角。基于此,文章提出了品牌感官印象的概念,并以成都洛带、黄龙溪、元通和街子4个古镇类目的地为例,探讨利用品牌感官印象实现旅游目的地差异化定位的可能。研究一通过对到访旅游者游记的内容分析和对应分析发现,4个古镇在除视觉外的4种感官维度上,给游客留下的品牌感官印象有着明显区别,由此发掘出4个目的地在感官体验供给上的差异(洛带-味觉,黄龙溪-触觉,元通-听觉,街子-嗅觉)。研究二进一步利用问卷调查潜在旅游者的感官体验需求,通过聚类分析发现了7个差异化感官需求的细分市场,其中4个单一感官偏好型和中度需求均衡型细分市场的存在使得感官导向的定位成为可能。品牌感官印象的提出给予目的地营销者新的营销手段,为目的地差异化定位提供了全新的工具,完善了目的地品牌营销体系。Unique selling points theory serves as the foundation of destination positioning.According to such theory,destination managers typically build a distinct destination brand image based on unique utility selling points,as well as the destination brand personality based on unique symbolic selling points,to accomplish differentiated positioning.However,for an extended length of time,the unique experiential selling points were ignored.Recently,the discipline of destination marketing has placed a greater emphasis on tourist sensory impressions.The tourist experience,according to sensory marketing theory,is integrated with sensual content in five dimensions:visual,aural,olfactory,gustatory,and haptic.As the facilitator of tourist experiences,destination brand communication should accentuate sensory impressions.Sensory marketing theory introduces a novel insight for destinations to establish brand competitive advantages beyond brand image and brand personality by focusing on sensory impressions.Thus,by conducting a multi-cases study of four well-known Chinese ancient towns in Chengdu,namely,Luodai,Huanglongxi,Yuantong,and Jiezi,this research intergraded brand sensory impression into destination positioning through the implementation of two connected studies.Study 1 investigated the feasibility to differentiate the four ancient towns according to tourist sensory impressions based on travelogues published on the Mafengwo platform.Through content analysis and correspondence analysis,the sensory impressions of four ancient towns were obtained.Apart from visual impressions,four ancient towns were revealed to have their unique primary sensory impressions to compete against others:the haptic impression of Huanglongxi,the olfactory impression of Jiezi,the gustatory impression of Luodai,and the aural impression of Yuantong.In study 2,using questionnaires and cluster analysis,we investigated and examined the potential marketing demands for sensory experience.According to the findings,tourists demanded diversified sensory experienc

关 键 词：目的地品牌 感官体验 品牌感官印象 感官营销 定位 

分 类 号：F59[经济管理—旅游管理]