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ID:461412
大小:51.00 KB
页数:6页
时间:2017-08-05
《旅游目的地品牌识别——斯洛文尼亚案例【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译原文Tourismdestinationbrandidentity:ThecaseofSloveniaMaterialSourece:JournalofBrandManagementAuthor:MajaKonecnikINTRODUCTIONTheresearchlineoftourismdestinationbrandsismerelyinitsinfancy.Despiteearlierscepticismabouttransferringthebrandconcepttothetourismdestinationcontext,t
2、hatconcepthasdefinitelyattractedtheinterestoftourismdestinationresearchersandpractitionersoflate.Althoughdestinationbrandingappearstobeoneofthenewestresearchareas,thetopichasbeenpartlycoveredunderthealternativelabelofdestinationimagestudies,whichhasbeenasubjectofinvestigation
3、formorethan30years.RitchieandRitchie,however,statedthatthedevelopmentofacoherentandcommonlyacceptedframeworkisessentialforusingbrandingtheoryinatourismdestinationcontext.Althoughatourismdestinationcanbebranded,considerablecareshouldbetakeninthetransferofbrandingprinciplestoat
4、ourismdestinationcontext.Becauseitsapplicationwithoutsensitiveinclusionandconsiderationofthesignificanceofpublicspacemayresultinacommercialorientation,whichrunstheriskofspoilingtheidentitycharacteristicssuchassocialrelationships,historyandgeographyandbyextensionmaydestroyanar
5、ea’ssenseofplace.Inturn,withinaglobalcontextplaceidentitycancontributeimportantly,tothecreationandsustenanceofadistinctivecompetitiveedge.Raisingawarenessofthehistoricalnatureoftheconceptofcultureinrelationtothe‘extraordinary’,hattouristsareinasearchfor,isrelevantintheprocess
6、esofidentityformationatbothglobalandlocallevels.Therefore,itisessentialthatthedevelopmentofatourismdestinationbrandshouldadheretoacoherenttheoreticalframeworkandbejointlysupportedbyitsstakeholders.BRANDIDENTITYRecently,muchattentionhasbeendevotedinthebusinessandmanagementlite
7、raturetotheconceptofbrandidentity.Althoughvariousauthorshavebeenunabletoacceptacommondefinitiontheydoshareacommonopinion,namelythatbrandidentitydevelopmentisatheoreticalconceptbestunderstoodfromthesupply-sideperspective.Kapferer(p.71)providesaverysimpleandclearexplanationtoga
8、inanunderstandingofbrandidentitythatunderscoresthesignificanceofthes
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