目的地联盟品牌生态系统的演化机制:张家界案例研究  

The Evolution Mechanism of Destination Alliance Brand Ecosystem:A Case Study of Zhangjiajie

作　　者：李文静 张朝枝[2] LI Wenjing;ZHANG Chaozhi(School of Management,Foshan University,Foshan 528000,China;Department of Tourism,Fudan University,Shanghai 200433,China)

机构地区：[1]佛山大学管理学院,广东佛山528000 [2]复旦大学旅游学系,上海200433

出　　处：《旅游学刊》2025年第3期85-100,共16页Tourism Tribune

基　　金：国家自然科学基金项目“旅游发展背景下资源保护对保护地农户生计的影响及作用机理”(42071181);广东省区域联合基金项目“区域旅游联盟品牌形成的演化机制与空间治理模式研究——以粤港澳大湾区为例”(2022A1515110884)共同资助。

摘　　要：在激烈的市场竞争环境下,建立目的地联盟品牌已成为地方获取可持续竞争力的重要途径。但目的地联盟品牌生态系统究竟如何可持续发展,空间要素在其中发挥什么作用并不清楚。文章以张家界为例,探索了目的地联盟品牌生态系统的演化路径及成长机理。研究发现,目的地联盟品牌历经了主打产品群形成、核心成员品牌突破和目的地联盟品牌生态系统协同发展3个阶段。内外部环境因素与空间因素共同驱动目的地联盟品牌演化,其中,成员品牌间资源的空间位置关系、制度空间差异以及品牌形象空间定位差异等因素决定了目的地联盟品牌生态系统的可持续性;目的地利益相关者基于合作衍生机制、竞合突破机制及竞争分化机制的竞合博弈过程推动目的地联盟品牌成长。Amidst a highly competitive market environment,building destination alliance brands has become an important way to enhance sustainable competitiveness in local areas.However,the formation of destination alliance brands and the role of spatial elements in this intricate process remain unclear.Therefore,this study explored the evolutionary path and growth mechanism of the destination alliance brands based on a single-case,multi-stage analysis of the growth process of the destination alliance brands in Zhangjiajie from 1982 to 2019.It was found that:destination alliance brands have undergone three stages of evolution,namely,the formation of a group of flagship products,breakthroughs made by core members in their brands,and the integrated development of the destination alliance brand ecosystem.In the initial stage,local destinations primarily leverage resource advantages to set up a tourism product cluster centered around core products.In the second stage,innovation emerges as a pivotal factor in achieving brand breakthroughs,leading to a brand value network within the destination alliance.In the final stage,greater reliance is placed on the destination system advantages to shape the ecosystem of the destination alliance brand.Furthermore,the study identified that both internal and external environmental factors,coupled with spatial elements,drive the evolution of destination alliance brands.The spatial location of resources among brands of destination alliance members,and differences in institutional space as well as the positioning of brand images,among other factors,have a large impact on the sustainability of the destination alliance brand ecosystem.In the early stages of development,the spatial proximity and similarity of resources between members in the destination offer them the possibility of becoming part of the alliance while establishing its hierarchy.In the middle phase,local governments adopt policies tailored to members in different regional destinations,which are key to innovations and breakthroughs.In

关 键 词：目的地联盟品牌 旅游目的地 品牌生态系统 演化机制 张家界 

分 类 号：F59[经济管理—旅游管理]