“资源导向-市场导向”视角下青藏高原区域旅游品牌基因识别与错位研究

Identification and mismatch study of tourism brand genes in the Qingzang Plateau region from the"resource orientation-market orientation"perspective

旅游品牌基因是品牌建构的基础要素。文章针对青藏高原各地市旅游品牌建构中资源价值与市场需求的错位现象,基于品牌基因理论对青藏高原20个地级市进行研究。利用近三年资源导向视角的规划史料与市场导向视角的游记文本数据,通过LDA主题模型、共词分析、品牌错位指数计算方法,探究“资源导向-市场导向”视角下的青藏高原区域旅游品牌基因构成,并进一步分析双重视角下的品牌基因错位程度与空间分异特征。结果表明:①资源导向视角下,青藏高原区域旅游品牌基因识别框架由品牌主体基因、品牌附着基因、品牌混合基因、品牌变异基因4个基因维度和14个基因子维度构成。②市场导向视角下,青藏高原区域旅游品牌基因识别框架由4个基因维度和13个基因子维度构成,相较于资源导向视角多了“风味饮食”子维度,少了“民族村寨”和“节庆赛事”两个子维度。③“资源导向-市场导向”视角下的青藏高原区域旅游品牌基因之间具有显著的错位特征,且各基因维度的错位程度存在地区差异性。总体上青藏高原各地市品牌建构处于负向错位状态,主要以本土资源为导向。文章以“资源导向-市场导向”的对比视角来识别青藏高原区域旅游品牌基因并对两者的错位现象进行研究,既关照了青藏高原各地市品牌实践发展中存在的问题,又聚焦于区域旅游品牌错位现象,丰富了旅游营销理论体系。

Tourism brand genes serve as fundamental elements for the construction and development of a tourism brand.This paper focused on the mismatch phenomenon between resource value and market demand in tourism brand construction among various cities of the Qingzang Plateau.Based on the brand gene theory,the research was conducted on 20 prefecture-level cities in this plateau.Utilizing special planning documents,historical materials from the resource orientation perspective and travelogue texts from the market orientation perspective over the past three years,the study employed methods such as LDA topic modeling,co-word analysis,and brand mismatch index to explore the composition of regional tourism brand genes in the study area from the"resource orientation-market orientation"perspective.Furthermore,the study analyzed the degree of mismatch and spatial differentiation characteristics between the dual perspective in brand genes.The results indicate that:(1)From the resource orientation perspective,the identification framework of regional tourism brand genes in the plateau consists of four gene dimensions including brand core genes,brand affiliation genes,brand hybridization genes,brand mutation genes and 14 gene sub-dimensions.(2)From the market orientation perspective,the identification framework comprises four gene dimensions and 13 gene sub-dimensions,with the addition of the"local cuisine"sub-dimension and the exclusion of"ethnic villages"as well as"festivals and events"sub-dimensions compared to the resource orientation perspective.(3)There is a significant mismatch between the tourism brand genes in the study plateau from the"resource orientation-market orientation"perspective,and the degree of mismatch in different gene dimensions varies across regions.Overall,branding efforts in various cities of the plateau are in a negative misalignment state,primarily oriented towards local resources in brand construction.By adopting the comparative perspective of"resource orientation-market orientation"to identify tourism brand genes in the study area and to explore the mismatch phenomenon between both of them,this study not only sheds light on the issues in brand development practices in various cities on the plateau but also enriches the theoretical framework of tourism marketing,focusing on the mismatch phenomenon of regional tourism brands.