基于品牌资源的旅游目的地竞争优势分析

An Analysis of Competitive Advantages Based on Brand Resource Interest

在全球旅游目的地之间竞争日益加剧的背景下,传统的思考主要聚焦于目的地自然禀赋和已有的人文要素获得竞争优势。为从战略资源这一新视角讨论品牌给旅游目的地竞争带来的优势,在研究中对国内外相关文献进行了分析,主要通过比较的方法讨论了目的地品牌竞争优势。结论表明,品牌目的地主要能够获得包括制度安排、整合力、差异化、成本和游客购买等五个方面的竞争优势。目前,国内的类似研究尚不多见,该主题未来进一步的研究应该强化实证的方法。

Traditional researches more focus on competitive advantages from local natural resources and given humanity elements.The purpose of this article intends to find a new vision to get competitive advantages for destinations in terms of strategic resources： brand assets.Thus,related leterature was reveiwed and comparative study was appied.The result presented that the competitive advantages from brand involve institution,integration,differenciation,cost and purchasing in tourism destinations.Currently,seldom similar research is found.