旅游目的地定位突出属性的识别——轮换方格分析技术的运用

THE IDENTIFICATION OF DESTINATION SALIENT ATTRIBUTES IN TOURISM DESTINATION POSITIONING: AN APPLICATION OF REPERTORY GRID ANALYSIS TECHNIQUE

随着旅游市场竞争日趋激烈,目的地定位的重要性愈加突出。然而,国内研究和实践对"把握旅游者兴趣和需求"这一定位首要工作普遍认识不足,且实施不到位。鉴于此,本研究对目的地定位中"击中消费者心灵"这一关键环节的实施从理论和实证上进行了阐释。理论上,分析了目的地突出属性与定位之间的关系及当前国内误区。实证上,引入轮换方格分析法,以国内十大海滨城市目的地为要素,阐释了识别旅游者对竞争目的地相比较的目的地突出属性的方法程序。此外,对旅游者访谈结果与目的地业界代表访谈结果的比较发现,供需双方在旅游者需求的认识上不吻合。文章最后还对本研究的应用价值和局限做了总结。

With the increasingly competitive tourism market climate, positioning has been especially significant in tourism destination marketing. However, there have been limited domestic systematic studies on destination positioning. As to what destination positioning is aimed to, and the scientific destination positioning method, no definite idea has been established. One striking point is： the most principal work step of destination positioning ＂grasping tourist＇s interests and demands＂ has been underreported in domestic destination studies and practice. Three principles support current domestic destination positioning： based on recourse, guided by market and highlighting distinguishing features. Seeing that situation, this paper makes an in-depth analysis of the ＂hard hitting＂ step from both the theoretical and empirical perspectives. Theoretical- ly, selective analyses were made on the relationship between destination salient attributes and destination po- sitioning, and on the errors domestic destination positioning committed in such an aspect. Thus, the conceptu- al foundation of this study was established. Empirically, initially introducing the Repertory Grid Analysis （RGA） technique in domestic literature, this study demonstrated how to identify the destination salient attributes which tourists use in differentiating competitive destinations when their decision-making by virtue of the elements of ten domestic famous marine city destinations. At last, the theoretical and pragmatic applica- tion values, as well as the limitations of the current paper were summarized.