资源描述：
《旅游专业毕业论文外文翻译2篇》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、Ⅲ.外文翻译外文翻译之一Destinationbrandpositionsofacompetitivesetofnear-homedestinations作者：StevenPike国籍：Australia出处：TourismManagement,InPress,CorrectedProof,Availableonline24January2009原文正文：Abstract:Althoughthebrandingliteraturecommencedduringthe1940s,thefirstpublicationsrelatedtodestinationbrandingdidnotem
2、ergeuntilhalfacenturylater.Areviewof74destinationbrandingpublicationsby102authorsfromthefirst10yearsofdestinationbrandingliterature(1998–2007)foundatleastninepotentialresearchgapswarrantingattentionbyresearchers.Inparticular,therehasbeenalackofresearchexaminingtheextenttowhichbrandpositioningcamp
3、aignshavebeensuccessfulinenhancingbrandequityinthemannerintendedinthebrandidentity.ThepurposeofthispaperistoreporttheresultsofaninvestigationofbrandequitytrackingforacompetitivesetofdestinationsinQueensland,Australiabetween2003and2007.Ahierarchyofconsumer-basedbrandequity(CBBE)providedaneffective
4、meanstomonitordestinationbrandpositionsovertime.Akeyimplicationoftheresultswasthefindingthattherewasnochangeinbrandpositionsforanyofthefivedestinationsoverthefouryearperiod.Thisleadstothepropositionthatdestinationpositionchangewithinacompetitivesetwillonlyoccurslowlyoveralongperiodoftime.Thetabul
5、ationof74destinationbrandingcasestudies,researchpapers,conceptualpapersandwebcontentanalysesprovidesstudentsandresearcherswithausefulresourceonthecurrentstateofthefield.Keywords:Destinationbranding;Consumer-basedbrandequity;Shortbreaks;Destinationimage;Destinationpositioning1.IntroductionEversinc
6、ethebrandliteraturecommencedinthe1940s(seeforexampleGuest,1942),therehasbeenconsistentrecognitionthatbrandingoffersorganisationsameansfordifferentiationinmarketscrowdedwithsimilarofferings(Aaker,1991D.A.Aaker,Managingbrandequity,FreePress,NewYork(1991).[Aaker,1991],[GardnerandLevy,1955],[Keller,2
7、003]and[Kotleret al.,2007]).Fordestinations,effectivedifferentiationiscriticalgiventheincreasinglycompetitivenatureoftourismmarkets,wheremanyplacesofferingsimilarfeaturesarebecomingsubstitutable(Pike,2005).Forexample,a
