国内旅游目的地定位研究的不足及修正

A Research on the Defects and Revision of Domestic Literature of Tourism Destination Positioning

国内学者关于目的地定位的理论和案例研究表现出了一些和定位理论不相匹配的地方。文章分析了国内学者关于目的地定位研究的现状和两大不足点,并提炼出目的地定位的理论模型:首先识别和选择目标旅游消费者,其次进行市场调研,在此基础上考察目的地的资源属性特质,最后结合旅游者利益诉求、竞争对手定位和目的地资源属性制定目的地定位战略。

Domestic scholars＇ research on the theory and case studies about the destination positioning has shown some inadequacies with the ＂positioning theory＂. This paper analyzes the current status of research and summarizes the two defects . On this basis, the paper extracts the theoretical model of tourism destination positioning. Firstly, identify and select the target tourists. Then make a market research and study the characteristics of the destination tourism resources. Finally refine destination positioning strategy considering tourists＇ interest, destination and its competitors.