基于顾客的旅游目的地品牌资产:国外研究述评与展望

Customer-based destination brand equity:a review and prospect of overseas studies

鉴于对目的地品牌营销措施诊断和效果评价的重要性,国外学界率先引入了基于顾客的目的地品牌资产这一概念,并在目的地情境中开展了初步探索。本文首先对国外文献进行了梳理和回顾,从概念界定、品牌要素的使用、测量方法、样本人群以及目的地类型的选择等几个方面归纳了国外研究的特点和进展情况,并结合现有研究存在的不足对今后的研究方向作了几点展望,以期为国内相关研究提供借鉴和参考。

With the increasing importance attached to the diagnosis and evaluation of the effectiveness of destination brand marketing program,oversea scholars invented the concept of customer-based destination brand equity and have conducted a tentative research in this field.This paper has a literature review in terms of its definition,brand elements,measurement,sample groups and selection of destination type.After analyzing the limitation of current studies,it makes suggestions for future studies.