近二十年中国旅游目的地品牌建设研究综述  

A Review of Research on Brand Building of Chinese Tourism Destinations in the Past Ttwo Decades

作　　者：陈楠[1] 李博[1] 周健美 CHEN Nan;LI Bo;ZHOU Jian-mei(School of Culture and Tourism,Graduate Travel Research Center,Henan University,Kaifeng 475001,Henan Province)

机构地区：[1]河南大学研学旅行研究中心,文化旅游学院,河南开封475001

出　　处：《江苏商论》2025年第1期53-57,共5页Jiangsu Commercial Forum

基　　金：河南省高校科技创新人才(人文社科类)支持计划(2020-cx-002);2022年度河南省社科联调研课题(SKL-2022-2753);2022年度开封市科技计划项目软科学研究计划(2204004)。

摘　　要：旅游地品牌建设是提升地方旅游竞争力的重要手段。以CNKI数据库2000—2022年收录的612篇国内旅游地品牌建设研究文献为样本数据,借助Cite Space对现有研究成果进行可视化分析,揭示近二十年来国内旅游地品牌建设的研究脉络和趋势特征。结果显示:(1)研究自2000年起逐渐引起国内学者关注,2000—2022年发文量总体呈现曲折式增长趋势。(2)研究热点围绕乡村旅游、文化旅游、红色旅游、冬奥会等不同主体类型,基于品牌构建的不同过程展开,城市旅游品牌建设备受关注。(3)跨机构、不同学者之间的交流合作不足,缺乏跨学科的旅游地品牌研究成果。(4)未来研究中,一要推动旅游地品牌的跨学科研究,借助数理模型和量化方法,实现对文旅融合、乡村旅游等现有热点的纵向挖掘;二要积极拓展横向的研究范围,把握以冰雪项目为主的体育旅游品牌建设、媒体融合背景下的目的地品牌建设等潜在趋势,立足横向与纵向两个维度,完善目的地品牌建设的内容体系。The construction of tourist destination brands is an important means to enhance the competitiveness of local tourism.Using 612 research papers on domestic tourism destination brand building included in the CNKI database from 2000 to 2022 as sample data,CiteSpace was used to visualize and analyze existing research results,revealing the research context and trend characteristics of domestic tourism destination brand building in the past two decades.The results show that:(1)The research has gradually attracted the attention of domestic scholars since 2000,and the overall number of publications from 2000 to 2022 has shown a tortuous growth trend.(2)The research hotspots revolve around different types of entities such as rural tourism,cultural tourism,red tourism,and the Winter Olympics,based on different processes of brand building.The construction of urban tourism brands has received much attention.(3)There is insufficient communication and cooperation between institutions and scholars,and a lack of interdisciplinary research results on tourism destination brands.(4)In future research,we need to promote interdisciplinary research on tourism destination brands,using mathematical models and quantitative methods to vertically explore existing hotspots such as cultural tourism integration and rural tourism;Secondly,we should actively expand the scope of horizontal research,grasp the potential trends of sports tourism brand construction mainly focused on ice and snow projects,and destination brand construction under the background of media integration.Based on both horizontal and vertical dimensions,we should improve the content system of destination brand construction.

关 键 词：旅游地品牌 品牌建设 热点趋势 Cite Space 

分 类 号：F59[经济管理—旅游管理]