摘要
随着世界范围内旅游目的地之间竞争的日益加剧,"品牌化"成为旅游目的地发展的必由之路。基于CNKI的文献检索发现,国内以"旅游目的地品牌化"为主题的研究最早始于2003年,但研究尚处于探索起步阶段。今后的研究可"自下而上"地探索可能的切入点,更多地展开案例研究。对西藏"旅游目的地品牌化"的研究可从分析当地节庆活动品牌与目的地品牌之间的关系着手,引入"图式理论"及"联想网络理论",运用"目录网格技术"与"网络分析法"相结合的方式展开。
With more fierce worldwide competition of the tourist destinations,branding has become the only way for the development of a tourist destination.A literature search of CNKI shows that the first domestic study on ＂tourist destination branding＂ dates bake to 2003,though the study was still in the exploring stage.The further studies on it can start with a ＂bottom-up＂ exploration to search a possible breakthrough point,and more case studies should be carried out.The study on Tibet tourist destination branding can begin with analyzing the relationship between local festival activities＇ brands and tourist destination brands by applying ＂Schema Theory＂ and ＂Association Network Theory＂ and using ＂Catalogue Network Technology＂ and ＂Network Analysis＂.
基金
2012年度国家社会科学基金西部项目"促进西藏经济发展方式转变路径研究"阶段性成果(项目号:12XJY001)
2012年度国家自然科学基金地区科学基金项目"西藏地区旅游影响研究"(项目号:71263047)阶段性成果
