从“媒体出圈”到“价值共创”:非传统旅游城市目的地品牌生态圈塑造研究

From“Popularity in Media”to“Value Co-Creation”:Shaping the Destination Brand Ecosphere of Non-Traditional Tourist Cities

社交媒体平台的兴起催生了“网红打卡”式新兴旅游方式,带火了一批“网红城市”。对于知名度低、传统旅游吸引物匮乏的非传统旅游城市来说,媒体“出圈”容易,却难以形成持续稳定的目的地品牌形象。基于品牌生态圈理论,通过梳理“淄博烧烤”现象的关键事件,探索从单一网红要素到目的地品牌生态圈塑造的经验模式。研究发现,非传统旅游城市品牌生态圈塑造分四个阶段:聚焦“有效治理”的品牌生态圈前期阶段、聚焦“核心IP打造”的品牌核心圈塑造阶段、聚焦“价值共创”的品牌生态圈初步形成阶段和聚焦“适应性演化能力”的城市品牌生态圈可持续发展阶段,不同阶段分别受市场契合性、感官真实性、互动参与性、多主体联动性和情感体验性因素驱动。本研究为非传统旅游城市打造从媒体出圈到目的地品牌可持续发展模式提供了有益借鉴及参考。

The rise of social media platforms has spawned a popular“checking in Internet-famous places”and a number of“Internet celebrity cities”.For non-traditional tourism cities,while it is easy to be popular in the media,it is difficult to form relatively mature and stable brand images of tourist destination.The brand ecosphere is considered a distinct type of brand ecosystem,presenting a hierarchical circular structure.It focuses on the value co-creative behavior of stakeholders associated with the brand,which serves as a theoretical foundation for exploring the sustainable development of destination brands.The occurrence of the“Zibo barbecue”phenomenon in 2023 has provided a model for shaping the tourist destination brand ecosphere from a single element on Netflix.Through analyzing the key events of“Zibo Barbecue”,we find the brand ecosystem in non-traditional tourist cities can be divided into four stages:the pre-brand ecosphere stage focusing on“effective governance”,the brand core circle shaping stage focusing on“core intellectual property(IP)creation”,the form-brand ecosphere stage focusing on“value co-creation”and the future sustainable development stage of city brand ecosphere focusing on“adaptive evolution capability”.The initial three stages are driven by market fit,sensory authenticity,interaction participation,multi-agent linkage,and emotional experience,respectively.The results of this study demonstrate that non-traditional tourist cities can overcome the constraints imposed by their conventional tourism resources,therefore they are able to achieve sustainable development of destination brands through a transition from“media out of the loop”to“value co-creation.”Findings are illustrated in the following five aspects.Firstly,urban governance measures are effectively implemented,exploring the unique local lifestyle and cultural experience,and fostering an improved environment for the destination brand ecosystem.Secondly,content production is focused,establishing a core IP brand group that is topical and represents the values of the destination.This group will serve as the foundation of the destination brand ecosystem,consistently offering tourists attractions and“hit places”.Thirdly,social media platforms are used,combining public and private traffic,seizing traffic opportunities,and realizing online and offline fissile communication.Fourthly,the interactive participation of various stakeholders and the emotional experience of tourists is emphasized,particularly in terms of their perception and satisfaction with the city order,customs,cultural atmosphere,and the behavior of the residents,to attain a distinctive competitive edge.Fifthly,the exchange of resources and fostering collaborative promotion among the diverse stakeholders within the ecosystem is facilitated,with the aim of achieving value co-creation and shaping a sustainable destination brand ecosystem,which ultimately promotes the high-quality development of city tourism and other industries.The results of this study provide insights for non-traditional tourism cities to create a sustainable development model from the popularity in media to destination brand ecosphere of value co-creation.