“旅游目的地品牌化”的内涵辨析与定义修订——基于国外文献及治理视角

Analyzing the Connotation of "Destination Branding" and Revising Its Definition:Based on the Abroad Document and from the Perspective of Governance

关于旅游目的地品牌化的研究是当前旅游研究的热点之一。文献表明,当前关于旅游目的地品牌化的理论认识都认同旅游目的地品牌化是以塑造积极的旅游目的地形象为目标的一系列市场营销活动。随着实践的进一步发展,原有的定义已显得薄弱。为此,在分析旅游目的地品牌化组织过程要点的基础上,基于治理的视角对原有的定义进行了修订。

Destination branding is a new focus of tourism research.Most of the scholars are in agreement with the standpoint of destination branding is a series of marketing activities which aimed at shaping the positive destination image.Along with the development of practice,the existing definitions are unsuitable.Based on analyzing the main points of organizing process of destination branding,the paper revises the existing definition from the perspective of governance.