论国家旅游目的地营销的品牌架构——印度的实践与借鉴

On Brand Architecture of National Tourism Marketing: The Indian Experience and Lessons for China

随着国家旅游目的地之间竞争的日益激烈,国家旅游目的地营销越来越受到各国旅游行政部门和利益相关方的重视。国家旅游目的地营销组织代表区域内旅游企业,以国家旅游目的地的形象作为营销主体,参与国际旅游市场竞争。国家旅游目的地营销有4种品牌架构,即单一品牌、母品牌-子品牌、子品牌-母品牌和多品牌。印度是亚太地区旅游业发展最快的国家之一,在入境旅游业发展的初级阶段实施了单一品牌架构,以"不可思议!印度"为旅游宣传语,对入境旅游起到了巨大的推动作用;随着印度旅游业的成熟,印度国家旅游目的地营销的品牌架构逐渐转移至母品牌-子品牌架构,以适应旅游市场细分的需要。通过借鉴印度的经验,分析中国在国家旅游目的地营销品牌架构中存在的不足,并提出解决问题的途径,以促进中国从旅游大国走向旅游强国。

With the intensification of competition among national tourist destinations, national inbound tourism marketing is being attached greater importance by tourism authorities and related stakeholders. By representing tourism enterprises in its jurisdiction, national destination marketing organizations take destination image as the marketing subject to compete in the international tourism market. This article points out four types of brand architec- ture for tourism marketing, i.e. single-brand architecture, parent brand-sub-brand architecture, sub-brand-parent brand architecture and multi-brand architecture. India is one of the fastest-growing countries in tourism in the Asia- Pacific region. At the initial level of its inbound tourism development, it adopted the single-brand architecture. It launched the ＂Incredible India＂ campaign and achieved great success. With the maturity of its tourism industry, it changes to the parent brand-sub-brand architecture to adapt to the segmentation of tourism market. Referencing the Indian experience, this article finally analyses the shortcomings of China＇ s inbound tourism marketing and suggests ways forward for China to transition from being a big tourism country to a strong one.