Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region

The 10 ASEAN CAssociation of Southeast Asian Nations） countries in Southeast Asia have been united for ASEAN community in 2015. Thailand is one of the members who take health and wellness tourism responsibility about tourism and product information, and health and wellness tourism standardization. Therefore, the researcher has studied in health tourism image in Thailand and ASEAN, because the image is significant cost to promote health and wellness tourism. They are factors that influence image management and also image attributes about health and wellness tourism in Thailand and ASEAN countries. In this study, the author aimed at the examination of influenced factors and the attributes for Thailand＇s and ASEAN＇s images of health and wellness tourism management and finding out the relations among cognitive, affective, and brand engagement in Thailand and ASEAN. This research could be used as guideline information for creation of plans and governmental policies of health and wellness tourism of Thailand and ASEAN region as well. The data obtained in this study included overall image and destination brand engagement, or personal engagement through way of life and daily life of Southeast Asian people. Southeast Asia has its uniqueness according to its slogan ASEAN Southeast Asia： Feel the Warmth. This is considered as one of unique activities in health and wellness tourism. Tourists can have their direct experiences with unique tradition of each nation.

长江经济带康养旅游示范基地的时空演变特征及驱动机制研究

以长江经济带11省市康养旅游示范基地为研究对象,通过ArcGIS软件和地理探测器分析其资源类型、演化特征和影响因素.结果表明,康养基地的类型以森林、中医药康养基地和康养村镇为主;空间分布趋于凝聚状态,经历单核双中心→双核多中心→双核全面扩散的空间演变形式,总体呈东北→西南方向走势;各影响因素中,政策起决定作用,交通条件是关键,自然资源禀赋、潜在客源市场、社会经济水平和高级别景区对区域康养基地建设产生重要影响.基于研究结果,归纳了康养基地的驱动机制和康养旅游的发展路径.

基于网络文本分析的康养旅游目的地形象感知探析

文章以贵州赤水、湖南灰汤温泉、黑龙江五大连池、河北以岭健康城和江苏泰州中国医药城五个国家康养旅游示范基地为研究对象,在携程旅行网和马蜂窝上搜索各研究地相关网络文本。将文本导入RostContent Mining软件分析发现,游客主要关注的是目的地的旅游资源、基础设施、特色康养活动三个方面,同时对五个研究地持积极情感较多。通过对网络文本所反映的问题进行分析,提出强化康养旅游目的地特色康养活动感知、完善康养旅游目的地配套设施、提升康养旅游目的地知名度等建议。

昆明市康养旅游地空间结构及差异研究

康养旅游作为旅游新业态受到了学者的关注和大众的青睐,成为研究的新热点.文章以昆明市148个康养旅游地为研究样本,运用最邻近分析法、Voronoi图分析法、核密度估计法以及缓冲区分析等空间分析方法,探讨其空间布局特征及影响因素.研究发现:1)昆明市康养旅游地趋于凝聚型,同时具有"一核、两带、多片区"的分布特征;2)昆明市康养旅游地对主要交通干线和地面水环境具有一定依附性;3)昆明市康养旅游地在空间结构上受经济条件、人口分布、资源禀赋和交通状况等因素的影响.