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.doc

Abstract:Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.
Keywords: Destination branding; Consumer-based brand equity; Short breaks;


摘要：本文的目的是在个别游客对一个度假胜地的看法的基础上，对竞争的旅游目的地相对吸引力进行评估。通过利用个别游客对所获得的旅游福祉的感觉，我们间接评估旅游区的竞争能力，以提供一个复合旅游景点的具有多少的吸引力。这里所采用的方法是使用个人问卷调查：以一个特定地区（即“区域旅游形象”）为基础，调查游客对旅游设施和属性的质量的评价，从而构建一个这一地区的相对吸引力总体的表达。利用各种多层面的统计技术来估计意大利南部地区的竞争吸引力是可推行的。我们也将我们的调查结果同一些有关旅游竞争力值的定量结果进行比较，这一定量结果来自于先前相关的关于意大利地区旅游竞争力的研究。最后，这篇论文强调了必须利用微观和宏观数据来分析的旅游吸引力，并确定政策，提高区域旅游竞争力。
关键词：旅游吸引力 旅游竞争力 资源基础观 多属性效用 主要成分分析