城市旅游目的地品牌资产管理研究——以荷兰阿姆斯特丹为例

Study on Urban Tourism Destination Brand Equity Management--Taking Amsterdam as an Example

旅游目的地品牌资产是城市旅游目的地品牌经营好坏的直接反映,需要通过不断进行投入来维护和巩固其价值,其实质就是实现目的地品牌化的过程。与此同时,目的地从旅游走向综合化,赋予了目的地品牌资产新的内涵。阿姆斯特丹被公认为是在城市及大都市地区旅游业营销方面具有标杆性作用的目的地。面临其他国际城市的激烈竞争,同时伴随着目的地概念的综合发展,阿姆斯特丹秉承大目的地理念,并通过公私合作开展整合营销,逐步将品牌打造成旅游目的地的重要资产。本文采取案例研究法,基于目的地品牌化内涵的框架,对阿姆斯特丹的目的地品牌化管理过程进行系统分析。在此基础上,对全球城市推进旅游目的地品牌化建设提出政策建议。

Tourism destination brand equity is a direct reflection of how well the city’s tourism destination brand operates and requires constant investment to maintain and consolidate its value,which in essence is the process of destination branding.At the same time,destinations are moving from tourist cities to cities with integrated functions,giving a new meaning to destination brand equity.Amsterdam is recognized as a benchmark destination in terms of tourism marketing in cities and metropolitan areas.In the face of fierce competition from other international cities and with the integrated development of the destination concept,Amsterdam has gradually built its brand into a major destination asset through public-private partnerships and integrated marketing.In this paper,we adopt a case study approach to analyze Amsterdam’s destination branding management process based on the framework of destination branding connotation.On this basis,policy recommendations are made for global cities for promoting destination branding.