旅游目的地品牌建设研究
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摘要
21世纪是品牌竞争的时代,旅游目的地之间的竞争也从旅游资源和旅游产品的开发逐渐升级到旅游目的地品牌之间的抗衡。本文回顾了全球旅游市场激烈的差异化竞争,总结了国内外品牌建设和旅游目的地品牌建设的理论研究现状,并在概述目的地品牌建设以及旅游目的地品牌建设基础理论的基础上,重点探讨旅游目的地品牌建设的实质和意义。
一个旅游目的地品牌的成功塑造,不仅能最大限度地拓展目的地品牌形象,全面提升目的地品牌绩效和目的地品牌资产,而且能够激发旅游市场的潜在需求,刺激旅游者的消费欲望和行为,进一步推动国家和地区的旅游发展。全文着重分析了旅游目的地品牌建设过程中关键的三部分内容:目的地品牌定位、目的地品牌开发和传播以及目的地品牌忠诚度及危机管理。针对旅游目的地品牌的开发、推广以及目的地品牌扩展,总结了西澳大利亚品牌成功的经验,并对旅游目的地品牌建设的实践意义进行了阐述。
Faced up with the fierce global competition of brand in the 21~(st) century, many tourism destinations have realized the fact and have shifted their focus onto destination branding from original development of tourist product and tourist resources. This paper overviews the international background of tourism market differentiation and tries to conclude related theories in basic brand field both at abroad and at home in order to pave the way for further study.
This paper points out that, in order to extend destination image to the full extent and to enhance brand performance, tourism destinations are supposed to stimulate consumers' desire, thus ensuring the ever-going tourism destination development. Three main parts are discussed in this paper: brand positioning, brand development and communication, brand loyalty and crisis management. An understanding of the fundamental concepts is provided combined with research and case study on Western Australia, which is intended to apply some feasible and successful practical experience to branding construction of tourism destination in China.
一个旅游目的地品牌的成功塑造,不仅能最大限度地拓展目的地品牌形象,全面提升目的地品牌绩效和目的地品牌资产,而且能够激发旅游市场的潜在需求,刺激旅游者的消费欲望和行为,进一步推动国家和地区的旅游发展。全文着重分析了旅游目的地品牌建设过程中关键的三部分内容:目的地品牌定位、目的地品牌开发和传播以及目的地品牌忠诚度及危机管理。针对旅游目的地品牌的开发、推广以及目的地品牌扩展,总结了西澳大利亚品牌成功的经验,并对旅游目的地品牌建设的实践意义进行了阐述。
Faced up with the fierce global competition of brand in the 21~(st) century, many tourism destinations have realized the fact and have shifted their focus onto destination branding from original development of tourist product and tourist resources. This paper overviews the international background of tourism market differentiation and tries to conclude related theories in basic brand field both at abroad and at home in order to pave the way for further study.
This paper points out that, in order to extend destination image to the full extent and to enhance brand performance, tourism destinations are supposed to stimulate consumers' desire, thus ensuring the ever-going tourism destination development. Three main parts are discussed in this paper: brand positioning, brand development and communication, brand loyalty and crisis management. An understanding of the fundamental concepts is provided combined with research and case study on Western Australia, which is intended to apply some feasible and successful practical experience to branding construction of tourism destination in China.
引文
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