旅游目的地形象、定位及品牌化:概念辨析与关系模型被引量：65

Tourism Destination Image,Positioning and Branding:Conceptual Analysis and Relationship Model

下载PDF

导出

摘要目的地形象、目的地定位和目的地品牌化是目的地营销研究领域3个非常重要的概念,它们既相互区别又相互联系,通过一定的逻辑链条在目的地营销实践中发挥各自的作用。从理论上探讨三者之间的关系对于目的地营销实践的顺利开展意义重大。本文对这3个概念及其相互联系进行了详细分析,认为3者作用的发挥应遵循"目的地定位—目的地品牌化—目的地形象"这样一种逻辑链条,并构建了3者之间的关系模型。 Tourism Destination image, positioning and branding are three important concepts in the field of destination marketing research. They are not only different from but also connect with each other and play their respective roles in the practice of destination marketing through certain logical chain. It is significant to discuss their interrelationship for the smooth operation of destination to discuss their interrelationship for the smooth operation of destination marketing from theory. Based on a detailed analysis of the three concepts and interrelationship, the paper holds the view that the logical chain through which they play their roles should adhere to ＂ destination positioning- destination branding-destination image＂. Finally, the paper constructs a relationship model of the three concepts in the hope of providing reference for the development of tourism destination marketing.

作者高静

机构地区江西财经大学旅游学院

出处《旅游学刊》 CSSCI 北大核心 2009年第2期25-29,共5页 Tourism Tribune

关键词目的地形象目的地定位目的地品牌化目的地营销 destination image destination positioning destination branding destination marketing

分类号 F590 [经济管理—旅游管理]

引文网络
相关文献

参考文献21

1Park S Y, Petrick J F. Destinations' perspectives of branding [ J ]. Annals of Tourism Research, 2006, 33(1) :262 - 265.
2李天元.旅游目的地定位研究中的几个理论问题[J].旅游科学,2007,21(4):1-7. 被引量：47
3Echtner C M, Ritchie J R B. The meaning and measurement of destination image[J]. Journal of Tourism Studies, 1991, 2 (2) : 2 - 12.
4Jenkins O H. Understanding and measuring tourist destination images [ J]. International Journal of Tourism Research, 1999, 1(1) : 1 - 15.
5Crompton J L. An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image[J]. Journal of Travel Research, 1979,17(1) : 18 - 23.
6Koher P, Barich H. A framework for marketing image management [ J ]. Sloan Management Review, 1991,32(2) :94- 104.
7程金龙,吴国清.旅游形象研究理论进展与前瞻[J].地理学与国土研究,2004,20(2):73-77. 被引量：69
8Ries A, Trout J. Positioning : the Battle for Your Mind [ M ]. New York : McGraw-Hill, 1986.
9Gartner W. Tourism image: attribute measurement of state tourism products multidimensional scaling techniques[J]. Journal of Travel Research, 1959, 28(2) : 16 - 20.
10李天元.市场定位还是形象定位——旅游企业市场营销中的定位问题[J].旅游学刊,2001,16(2):57-59. 被引量：76