国内外旅游地品牌个性研究进展——基于CiteSpace可视化图谱分析

Research Progress of Brand Personality in Tourist Destinations at Home and Abroad—Visual Map Analysis Based on CiteSpace

品牌个性对旅游目的地打造差异化品牌、增强市场竞争力具有重要意义。本研究以中国知网学术期刊与学位论文数据库以及Web of Science核心合集为对象数据库,运用CiteSpace可视化分析软件对近20年国内外旅游地品牌个性相关研究进行分析。研究发现:1) 旅游地品牌个性研究文献数量总体呈波动增长趋势,研究团队内部合作紧密,但外部合作仍有待加强;2) 从研究主题来看,国内外旅游地品牌个性研究主题基本一致,研究集中于“旅游地品牌个性特征识别与维度构建”、“旅游地品牌形象定位”和“旅游地品牌个性与旅游者行为意向关系”三个主题;3) 从研究趋势来看,在三大研究主题的基础上,国外学者开始探讨游客感知、社交媒体对旅游地品牌个性的影响,从旅游地居民、跨文化旅游者等多视角对旅游地品牌个性进行研究。最后,本文提出未来旅游地品牌个性研究应深入探索旅游地品牌个性形成机制,创新旅游地品牌个性量表设计,开展中国特色化旅游地品牌个性理论研究。

Brand personality is of great significance for tourist destinations to create differentiated brands and enhance market competitiveness. This study uses CNKI academic journals and dissertation databases and the core collection of Web of Science as the object database, and uses the CiteSpace visual analysis software to analyze the research on the brand personality of tourist destinations at home and abroad in the past 20 years. It is found that: 1) The number of research literature on the brand personality of tourist destinations shows a fluctuating upward trend in general, and the internal cooperation of the research team is close, while external cooperation still needs to be strengthened;2) From the perspective of research themes, the themes of research on the brand personality of tourist destinations at home and abroad are basically the same. Relevant research focuses on the three themes of “identification and dimension construction of the brand personality of tourist destinations”, “positioning of tourist destination brand image” and “relationship between the brand personality of tourist destinations and tourists’ behavior intention”;3) From the perspective of research trends, in addition to the three major research themes, foreign scholars have begun to explore the impact of tourists’ perception and social media on the personality of tourist destinations, and have studied the personality of tourist destinations from the perspectives of local residents, cross-cultural tourists, and other perspectives. Finally, the paper proposes that future research on the brand personality of tourist destinations should deeply explore the formation mechanism of the brand personality of the tourist destinations, innovate the design of the brand personality scale of the tourist destinations, and carry out theoretical research on the brand personality of the Chinese characteristic tourist destinations.