旅游目的地形象、定位及品牌化:概念辨析与关系模型

Tourism Destination Image,Positioning and Branding:Conceptual Analysis and Relationship Model

目的地形象、目的地定位和目的地品牌化是目的地营销研究领域3个非常重要的概念,它们既相互区别又相互联系,通过一定的逻辑链条在目的地营销实践中发挥各自的作用。从理论上探讨三者之间的关系对于目的地营销实践的顺利开展意义重大。本文对这3个概念及其相互联系进行了详细分析,认为3者作用的发挥应遵循"目的地定位—目的地品牌化—目的地形象"这样一种逻辑链条,并构建了3者之间的关系模型。

Tourism Destination image, positioning and branding are three important concepts in the field of destination marketing research. They are not only different from but also connect with each other and play their respective roles in the practice of destination marketing through certain logical chain. It is significant to discuss their interrelationship for the smooth operation of destination to discuss their interrelationship for the smooth operation of destination marketing from theory. Based on a detailed analysis of the three concepts and interrelationship, the paper holds the view that the logical chain through which they play their roles should adhere to ＂ destination positioning- destination branding-destination image＂. Finally, the paper constructs a relationship model of the three concepts in the hope of providing reference for the development of tourism destination marketing.