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1.
旅游目的地形象、定位及品牌化:概念辨析与关系模型 总被引：6，自引：0，他引：6
目的地形象、目的地定位和目的地品牌化是目的地营销研究领域3个非常重要的概念,它们既相互区别又相互联系,通过一定的逻辑链条在目的地营销实践中发挥各自的作用.从理论上探讨三者之间的关系对于目的地营销实践的顺利开展意义重大.本文对这3个概念及其相互联系进行了详细分析,认为3者作用的发挥应遵循目的地定位一目的地品牌化一目的地形象这样一种逻辑链条,并构建了3者之间的关系模型. 相似文献
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In this study we investigate the attractiveness of Portugal as a tourist destination from the perspective of Czech tour operators. Tour operators were selected as the target population because they represent an important source of information about a destination and can significantly influence the decision of potential tourists about a holiday destination. One of the important findings of this research is that weak promotion and financial demands are perceived as the main reasons why many Czech tourists do not choose Portugal as their vacation destination. An obvious obstacle in the development of Portugal as a Czech tourism destination is the lack of information about its advantages as a tourist destination. The results also show that Portugal is not considered a key destination for Czech tourists. However, in terms of its attractiveness as a tourist destination Portugal has much potential, which should be utilized in the future. 相似文献
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影视旅游:旅游目的地营销推广新方式 总被引：3，自引：0，他引：3
电影电视中出现的旅游目的地会影响旅游者的旅游兴趣,促成旅游行为。绝大多数现有文献是研究影视旅游对于目的地旅游者数量和对旅游者决策过程的影响和作用,也有探索影视作品对于旅游目的地旅游形象的影响的。由此说明影视旅游是可以作为一种推广旅游目的地的营销新方式。影视旅游之所以成为营销工具,相关旅游地的旅游形象在其中起了重要作用。本文在现有文献理论和实证研究的基础上,分析论述了影视旅游作为营销方式的特点和原理,结合影视作品的拍摄和放映两个阶段,探讨了在每个阶段影视旅游营销工作的重点和形式。 相似文献
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Despite the increase in use of user-generated electronic content as an information source by tourists, its influence in destination image formation is not yet fully understood. This research aimed to explore the communicated destination image held by tourists to Zanzibar Island (Tanzania) by utilizing communications in Lonely Planet. Content analysis of 214 posts using TextSTAT yielded 13 destination attributes. Comparatively, functional attributes were dominant in potential tourists whereas post-travel image perception was dominated by psychological attributes. Those who have visited tended to have a positive image of the island compared with those who are planning to visit the island. The results necessitate the differential use of the functional- and psychological-based information in communicating with tourists at different information-search stages. Studies to capture communications in another language are recommended as well as the employment of methodologies that might reveal hidden images held by tourists. 相似文献
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互联网传播的台湾旅游目的地形象——基于两岸相关网站的内容分析 总被引：12，自引：3，他引：12
通过对两岸综合旅游网站、旅行社网站及台湾旅游官方网站的内容分析,提炼出互联网传播的台湾旅游目的地形象主题:自然生态、度假、乡村、文化、城市.进一步的相关分析发现,各类网站构建并传播的台湾旅游目的地形象不同.研究结果为大陆居民赴台旅游市场的开发和台湾旅游目的地形象的提升提供借鉴. 相似文献
7.
Liping Cai 《Asia Pacific Journal of Tourism Research》2018,23(3):217-230
This study conducted a textual analysis of The New York Times to examine the U.S. tourists’ perceived image of China as a destination by comparing the two periods of January 1980–May 1989 and January 2005–December 2015. The study found a drastic shift of the U.S. tourists’ affective image of China as a destination from being favorable and positive in the early period to being unfavorable and negative in the recent period. The affective image was characterized by the two domains of Exoticism and Sense of Superiority in the 1980s, as compared to the two domains of Ordinary and Negative National Image in the recent 10 years. Paradoxically, such a sentimental shift on the part of the U.S. tourists occurred while their perception of China’s destination attributes either did not change or grew more positive. 相似文献
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Zheng Xiang Bing Pan Rob Law Daniel R. Fesenmaier 《Journal of Travel & Tourism Marketing》2013,30(7):694-707
Search engines are playing an increasingly dominant role in providing access to tourism information on the Internet. As such, it is argued that destination marketing organizations (DMOs) must have a substantial understanding of the visibility in search engines in order to create competitive positions within this important marketplace. The goal of this study was to develop a process to assess the visibility of DMO websites in one of the major search engines (i.e., Google). A set of 18 cities in the United States were selected to be used as case studies of the visibility of their convention and visitor bureau (CVB) websites in relation to travel queries identified using Google Adwords Keyword Tool. The results indicate that there are substantial differences in the relative positions of CVB websites on Google. In particular, there seems to be huge gaps among the search domains within CVB websites in terms of their visibility to online travelers and volume of search within those domains. This study offers a number of implications for research and practice of search engine marketing for tourism destinations. 相似文献
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Katrin Blumberg 《Asia Pacific Journal of Tourism Research》2013,18(1):45-57
Tourism destination marketing is now widely recognized as an essential component in the management of destinations. In harmony with the general marketing literature, which understands marketing as a management tool, some researchers understand destination marketing as a form of ‘market-oriented strategic planning’ and hence as a strategic approach to place development rather than a promotional tool. Based on the results of a case study of tourism destination marketing in the Nelson/Tasman Region, New Zealand, this article examines the suitability of tourism destination marketing as a tool and of Destination Marketing Organizations (DMO) as a vehicle for tourism destination management and development. A discussion of several difficulties in the implementation of tourism destination marketing in Nelson/Tasman Region leads to the conclusion that DMOs are unlikely to be able to claim too much responsibility for destination management but that they can play an important part in the management of the destination product. 相似文献
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目的地开发的市场问题 总被引：32，自引：5，他引：32
目的地的市场行为已越来越成为激烈的全球范围内的竞争行为。本文解释了与目的地有关的一些概念,并介绍了几个关于目的地管理和市场策略的理论模型。通过几个模型的综合运用分析,作者强调了目的地市场行为中产品细分,公共部门和私有部门合作,以及协调各利益集团物关系和当地资源可持续性利用的重要性。此外,作者还指出新技术和互联网络也是提高目的地竞争力的一种有效方式。总之,目的地的市场行为应突出优化旅游业影响和保证目的地各方获利的原则。 相似文献
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大篷车促销:中国旅游市场营销创新的成功实践--大篷车营销实现从实践到理论的飞跃 总被引：2，自引：0，他引：2
旅游大篷车是近些年来我国旅游市场营销的一大创新。国家旅游局组织全国旅游系统先后在欧美等地和日、韩等国家举办旅游大篷车 ,全国各地也已在国内外举办了上百次规模不等的旅游大篷车 ,并取得成功。目前大篷车宣传已渗透到经贸、科技、文化、体育等社会的许多领域。旅游大篷车的成功探索 ,推动了旅游业的发展和进步 ,特别是开创了旅游目的地营销的新范例。本文首次全面总结了旅游大篷车旅游营销活动的广泛性、轰动性、生动性、互动性、叠加性和多层面等六大特点 ,深入分析了大篷车旅游营销管理和运作的模式 ,阐述了旅游大篷车在旅游营销创新中取得的六大突破 ,即战略创新、模式创新、品牌创新、形象创新、市场创新和渠道创新。 相似文献
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Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies. 相似文献
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This study examines the perceived and projected online destination images (DI) manifested in tourist-generated content (TGC) and national tourism organisation (NTO) generated content. Through visual content analysis and mise en scène analysis of photographic data as well as content analysis and perceptual mapping analysis of textual data, the differences between perceived and projected online DI of Eastern Taiwan were explored. TGC and NTO contents were both found to have similarly represented Eastern Taiwan as a destination abounds with “natural environment”, “infrastructure”, “specific activities”, and “tourist attractions”. However, several important DI dimensions were under-represented in the NTO content, for example, “food and beverages”, “transportation”, “information” and “accommodation”. The findings further reveal that the TGC textual content tended to outperform NTO textual content in reflecting affective DI; and photographic content, in general, was more effective in conveying affective attributes. The findings provide useful insights for practice and future research in DI management. 相似文献
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"讲好故事"已成为塑造和传播国家和地方形象的重要手段。以"讲故事"为手段打造旅游目的地形象是一种国际通行的旅游目的地营销方式。现有旅游目的地叙事研究开展还很不充分,关注的叙事偏重于正面叙事材料,对负面叙事的关注还很不够。文章着眼于黑色叙事对旅游目的地引致形象的影响机制,以德国首都柏林作为研究案例,以著名历史游记《柏林:一座城市的肖像》(Berlin:Imagine a City)中关于柏林的系列黑色叙事和柏林旅游局在微信公众号发布的图片作为实验材料,通过招募志愿者参与包括4个阶段的混合研究设计,验证黑色叙事对柏林旅游目的地形象(认知、情感及意动)的复杂影响。研究的主要理论贡献在于:首先,验证了黑色叙事对旅游目的地形象具有显著影响,实证该影响主要透过"叙事主角-游客-自我形象一致性"这一主线发挥作用,明确了黑色叙事主角形象对黑色叙事引致旅游目的地形象的影响机理,丰富了叙事传输理论相关结论。其次,验证了黑色叙事引致情感形象在黑色叙事影响旅游目的地形象过程中的影响效应,发现黑色叙事引致情感形象(而非认知形象)是黑色叙事最终能够影响游客动机的关键。最后,在黑色叙事这一特定研究情境中,验证了目的... 相似文献
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One of the key roles of a destination marketing organization (DMO) is to portray their destination in such a way that it is both appealing and inviting to their existing and potential tourism market. A challenge faced by a DMO in the regional Victorian destination of Gippsland in Australia, is the fact that they also have to manage unanticipated sudden changes in market perceptions that may occur in response to a disastrous event. The reoccurring natural disasters of this region (fires, floods and drought)—the most recent being the 2009 Black Saturday bushfires, deemed Australia's worst natural disaster in history—make it imperative that DMOs can respond effectively. This article presents the findings of an exploratory research project designed to investigate the tourism market's response to this particular disastrous event. The primary aim of the research was to better understand how a large-scale disaster impacts upon the tourist's destination image and visitation intentions, and the role of the media in these deliberations. Focus group research reveals the post-disaster media interpretations, images, and visitation intentions of intrastate and interstate, regional and metropolitan tourists. Differences are observed in relation to the participants' geographic location and distance from the fires and their understandings of the event, including their reflections on media coverage. Varying perceptions among the participants of the impact of the fires, the travel risk, and subsequent travel intentions are discussed. Managerial implications relating to media management and the refinement of future disaster management strategies are also presented. 相似文献
16.
The present article studies the effects of storytelling through film on destination image building and visitation intention. Despite the growing awareness of the importance of storytelling in marketing and the impact events have on destination attractiveness, a theoretical gap exists into the effect of a combination of storytelling and event on spectators' image of the event and, in particular, the destination. Therefore, this study uses a quasi-experimental design in order to tests the image effects of an event, dramatized into a story. In order to test these image effects, 857 respondents answered a web survey before and after exposure to a promotion film of a dog-sledge race (the Finnmarksløpet) in northern Norway (the destination). The result indicates that using a dramatized event by a promotion film positively affects spectators' attitudes toward the destination as well as the event itself. The results suggest that the promotion film of the event enhances spectators' perceptions of dogsledding as a joyful, valuable, and stimulating activity. Additionally, the findings reveal that the promotion film has a positive effect on 5 out of 7 destination-related attributes such as culture, accommodations, and the weather. Thus, the study indicates that a dramatized event is a successful marketing communication tool and may be an important element also in the strategic planning of marketing activities. Implications and recommendations for future research are also presented. 相似文献
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The view from above: the relevance of shared aerial drone videos for destination marketing 总被引：1，自引：0，他引：1
Uglješa Stankov James Kennell Miroslav D. Vujičić 《Journal of Travel & Tourism Marketing》2019,36(7):808-822
ABSTRACTThe use of drones to produce videos has generated a large amount of visually appealing footage of various destinations. They attract much attention, but there are issues that affect their production, and their relevance to destination marketing. This research examines YouTube meta-data and spatial overlay analysis of shared aerial drone videos from the United Kingdom (UK). The results suggest that shared aerial drone videos have some unique user-generated content (UGC) characteristics and their spatial distribution tends to favor more populated areas. Theoretical and practical implications for destination marketing are further discussed. 相似文献
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This article presents an exploratory study of the scales used to measure the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. The respondents are tourists from mainland China who were exposed to manipulated tourism destination advertisements. The results indicate that the dimension of trustworthiness is not as distinct as has been proposed, and the framework was modified accordingly. The revised model achieved an acceptable fit and is deemed appropriate for follow-up studies. 相似文献
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Online image of tourist destination has emerged as a crucial element in the construction of tourist destination image. The destination, along with the online tourism marketers, plays an increasingly significant role in forming online image of tourist destination. This study takes Huangshan as an example and collects photographic and textual information of Huangshan from its official online media and online tourism marketers. Built upon the semiotic theory, content analysis, and visual analysis are employed to explore the online image of Huangshan. The analysis comprises the coding manual formation, coding check, and formal encoding. The results indicate that online image of tourist destination of Huangshan is composed of three elements, that is, tourism resources, tourism facilities, and tourism services, which further comprise several secondary elements. Different information sources with different demonstration focuses of online image of tourist destination elements are different. Consistency tendency is in common among the demonstration of online image of tourist destination elements in different media forms. 相似文献
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信息传播:旅游目的地营销与服务的关键环节 总被引：3，自引：2，他引：3
文章讨论了旅游业作为信息密集型和信息依托型产业的特征,并指出,旅游目的地信息传播既是一种社会现象,也是目的地营销的基本内容,同时,传递信息也是为旅游者提供旅游服务的一种重要形式. 相似文献