区域旅游研究外文文献

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1、外文翻译之一原文正文：Destinationbrandpositionsofacompetitivesetofnear-homedestinationsAbstract:Althoughthebrandingliteraturecommencedduringthe1940s,thefirstpublicationsrelatedtodestinationbrandingdidnotemergeuntilhalfacenturylater.Areviewof74destinationbrandingpublicationsby102authorsfro

2、mthefirst10yearsofdestinationbrandingliterature(1998–2007)foundatleastninepotentialresearchgapswarrantingattentionbyresearchers.Inparticular,therehasbeenalackofresearchexaminingtheextenttowhichbrandpositioningcampaignshavebeensuccessfulinenhancingbrandequityinthemannerintendedi

3、nthebrandidentity.ThepurposeofthispaperistoreporttheresultsofaninvestigationofbrandequitytrackingforacompetitivesetofdestinationsinQueensland,Australiabetween2003and2007.Ahierarchyofconsumer-basedbrandequity(CBBE)providedaneffectivemeanstomonitordestinationbrandpositionsovertim

4、e.Akeyimplicationoftheresultswasthefindingthattherewasnochangeinbrandpositionsforanyofthefivedestinationsoverthefouryearperiod.Thisleadstothepropositionthatdestinationpositionchangewithinacompetitivesetwillonlyoccurslowlyoveralongperiodoftime.Thetabulationof74destinationbrandin

5、gcasestudies,researchpapers,conceptualpapersandwebcontentanalysesprovidesstudentsandresearcherswithausefulresourceonthecurrentstateofthefield.Keywords:Destinationbranding;Consumer-basedbrandequity;Shortbreaks;Destinationimage;DestinationpositioningIntroductionAbrandisadistingui

6、shingnameand/orsymbol(suchasalogo,trademark,orpackagedesign)intendedtoidentifythegoodsorservicesofeitheroneselleroragroupofsellers,andtodifferentiatethosegoodsfromthoseofcompetitors.Destinationbrandingisthesetofmarketingactivitiesthat(1)supportthecreationofaname,symbol,logo,wor

7、dmarkorothergraphicthatreadilyidentifiesanddifferentiatesadestination;that(2)consistentlyconveytheexpectationofamemorabletravelexperiencethatisuniquelyassociatedwiththedestination;that(3)servetoconsolidateandreinforcetheemotionalconnectionbetweenthevisitorandthedestination;andt

8、hat(4)reduceconsumersearchcostsandperceivedrisk.Collec