国外旅游目的地品牌研究综述

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1、Seediscussions,stats,andauthorprofilesforthispublicationat:https://www.researchgate.net/publication/278020714AREVIEWONTOURISMDESTINATIONBRANDABROADArticle·January2011CITATIONSREADS02002authors,including:YongruiGuoJiangsuNormalUniversity14PUBLICATIONS56CITATIONSSEEPROFILEAllcontentfollowingthispag

2、ewasuploadedbyYongruiGuoon16February2016.Theuserhasrequestedenhancementofthedownloadedfile.2011年第3期总第119期人文地理文章编号：1003-2398（2011）03-0147-07国外旅游目的地品牌研究综述郭永锐112，陶犁，冯斌（1.云南大学工商管理与旅游管理学院，昆明650091；2遵义师范学院历史文化与旅游管理系，遵义563002）AREVIEWONTOURISMDESTINATIONBRANDABROADGUOYong-rui1TAOLi1FENGBin2(1.CollegeofBu

3、sinessAdministrationandTourismManagement,YunnanUniversity,Kunming650091,China;2.DepartmentofHistoryandTourismManagement,ZunyiNormalCollege,Zunyi563002,China)Abstract:Tourismdestinationbrandingisahotspotissueinrecentyears.Brandinghasbecomeoneofthemostpowerfultoolsindestinationmarketingstrategy.Thi

4、spapermakesananalysisofrelevantliteraturesre-gardingthetourismdestinationbrand.Theauthorsidentify89destinationbrandingpublicationswhichpub-lishedbetween1998and2010.Next,thesepublicationswerecategorizedasconceptualconnotationoftourismdestinationbrand,theimportanceoftourismdestinationbrand;thechall

5、engeoftourismdestinationbrand;themodelofdestinationbranding;destinationbrandpositions;destinationbrandimage;destinationbrandpersonality;destinationbrandequity;destinationbrandStrategicDevelopment.Thispaperfindsthatstudiesofdestinationbrandingdrawtheirinspirationfromthegeneralmarketingliteraturebe

6、causethecon-ceptofbrandingcanbeextendedsuccessfullytobothtangibleandintangibleelements.Thetransferenceanduseofbrandingintourisminpartofthislargerprocess,buttheapplicabilityofthemarketingapproachtodestinationbrandinghastobequestionedbecauseoftheuniquecharacteristicsoftourismsettings.Severalre-sear

7、chersattemptedtoconceptualizedestinationbrandsimilartothedriversofbrandequityingeneralmar-keting,suchasbrandpersonality,brandvalue,andbrandessence,Itmeansthatthetrendtowardamoresys-tematicapproachattheconceptuallevelre