国内外旅游目的地品牌塑造研究进展

Domestic and Foreign Tourism Destination Branding Research Progress

文章在对品牌内涵阐释的基础上，梳理了国内外关于旅游目的地品牌塑造的相关文献，发现国内旅游目的地品牌的研究多聚焦在品牌设计与塑造方面，相关研究内容呈现出越来越具体，越来越细化的趋势，但是研究学科的角度较为单一，且以对策性建议为主。在此基础上，指出了国内旅游目的地品牌塑造研究努力的方向。

From the connotation of the brand, and on the basis of the domestic and foreign related literature about tourism destination branding, this article found that the domestic tourist destination brand research focus more on the brand design and shape, and the related research content are more and more specific and refined, but the angle of the research subject is becoming relatively single, and prefer to give strategic suggestions. On this basis, this article points out the direction of the domestic tourist destination brand shaping.