具有竞争力的靠近家乡的旅游目的地的目标品牌定位-外文翻译

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1、外文翻译之一Destinationbrandpositionsofacompetitivesetofnear-homedestinations作者：StevenPike国籍：Australia出处：TourismManagement，InPress,CorrectedProof，Availableonline24January2009原文正文：Abstract:Althoughthebrandingliteraturecommencedduringthe1940s，thefirstpublicationsrelatedtodestinatio

2、nbrandingdidnotemergeuntilhalfacenturylater.Areviewof74destinationbrandingpublicationsby102authorsfromthefirst10yearsofdestinationbrandingliterature(1998-2007)foundatleastninepotentialresearchgapswarrantingattentionbyresearchers.Inparticular，therehasbeenalackofresearchexami

3、ningtheextenttowhichbrandpositioningcampaignshavebeensuccessfulinenhancingbrandequityinthemannerintendedinthebrandidentity.ThepurposeofthispaperistoreporttheresultsofaninvestigationofbrandequitytrackingforacompetitivesetofdestinationsinQueensland,Australiabetween2003and2007

4、.Ahierarchyofconsumer-basedbrandequity(CBBE)providedaneffectivemeanstomonitordestinationbrandpositionsovertime.Akeyimplicationoftheresultswasthefindingthattherewasnochangeinbrandpositionsforanyofthefivedestinationsoverthefouryearperiod.Thisleadstothepropositionthatdestinati

5、onpositionchangewithinacompetitivesetwillonlyoccurslowlyoveralongperiodoftime.Thetabulationof74destinationbrandingcasestudies，researchpapers,conceptualpapersandwebcontentanalysesprovidesstudentsandresearcherswithausefulresourceonthecurrentstateofthefield.Keywords:Destinatio

6、nbranding;Consumer-basedbrandequity;Shortbreaks;Destinationimage;Destinationpositioning1.IntroductionEversincethebrandliteraturecommencedinthe1940s(seeforexampleGuest，1942)，therehasbeenconsistentrecognitionthatbrandingoffersorganisationsameansfordifferentiationinmarketscrow

7、dedwithsimilarofferings([Aaker，1991]，[GardnerandLevy,1955],[Keller,2003]and[Kotleretal.,2007]).Fordestinations,effectivedifferentiationiscriticalgiventheincreasinglycompetitivenatureoftourismmarkets，wheremanyplacesofferingsimilarfeaturesarebecomingsubstitutable(Pike，2005).F

8、orexample，around70%ofinternationaltravellersvisitonly10countries,leavingtheremaind