摘要
随着全球旅游市场竞争日趋激烈,目的地品牌化已成为旅游目的地管理研究与实践的焦点。作为评判目的地品牌定位是否成功以及衡量目的地营销绩效高低的重要指标,基于消费者的旅游目的地品牌资产在近几年逐渐受到关注。文章在系统梳理基于消费者的目的地品牌资产相关外文研究文献的基础上,从概念、驱动因素及其相关关系等方面对这一主题的研究进行了总结与评价,并对未来研究方向、研究趋势提出看法或建议,以期对国内的相关研究有所启示。
As the global tourism competition becomes increasingly fierce, destination management organizations prefer to carry out destination branding from consumers＇ perspective. Consumer-based destination brand equity, a vital index to evaluate the effectiveness of brand positioning and the performance of brand marketing, gets more and more attention in destination management field. On the basis of related foreign literature review, the paper summarizes and comments on the definitions, dimensions and models of consumer-based destination brand equity in depth. Furthermore, it puts forward some future research trends and hopes to give inspirations to domestic relevant studies.
出处
《北京第二外国语学院学报》
2013年第11期72-78,共7页
Journal of Beijing International Studies University
基金
南开大学基本科研业务费专项资金项目"基于顾客的旅游目的地品牌资产评估与管理研究"(NKZXB10074)
