国外旅游目的地营销研究综述

本文对国外旅游目的地营销研究进行综述.近10年来国外研究主要涉及旅游目的地形象、旅游目的地营销组织、旅游目的地促销、信息技术与目的地营销4大方面.文章在简要评述我国旅游目的地营销研究现状的基础上,结合国外研究情况,认为强化实证研究及定量分析、旅游目的地品牌及定位研究、旅游目的地营销组织、信息技术的促进作用和旅游目的地营销绩效评价应是我国近期旅游目的地营销研究的主要方向.     

旅游目的地形象、定位及品牌化:概念辨析与关系模型

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.     

Destination brand experience and visitor behavior: the mediating role of destination brand identification

ABSTRACT

Destination branding has emerged as a critical tool for achieving competitive advantage through various conceptualizations, focusing on various aspects of branding. This research examines the role of destination brand experience (DBE), a new conceptualization, in assessing the holistic and unified view of tourism destinations. The conceptual model proposed in this research has been validated using structural equation modeling, based on the primary responses collected from 312 and 262 foreign visitors for study 1 and study 2 respectively, conducted at two different tourism destinations in India. Findings of both the studies suggest that various dimensions of DBE have a varied influence on destination brand identification (DBI), which subsequently affects both tourists’ trust and loyalty toward tourism destinations. In addition, DBI emerges as an important mediator for the relationship between DBE and destination trust (DT) as well as DBE and destination loyalty (DL). The study provides several implications for destination marketers about building trust and loyalty among tourists using DBE and DBI.     

Building the Destination Brand: An Empirical Comparison of Two Approaches

Destination brand strategies have in the main assumed that consumers actively seek and process information about potential destinations with their choice determined on the basis of a favorable attitude toward the destination. This article examines an alternative approach to destination branding, which relates to building the salience of the destination to increase the likelihood that the destination will be considered in purchase situations. The study examines the predictive validity of brand salience measures for a set of travel destinations compared with the predictive validity of traditional attitude-based measures. The results of the research provide empirical support for a salience approach to destination marketing for domestic tourism in Australia.     

Destination brand identity: scale development and validation

Destination branding has become an important trend in modern tourism. However, few studies have explored the construct of destination brand identity. The purpose of this study is to develop a scale for measuring destination brand identity. We developed the initial constructs and survey questionnaire. Next, two surveys with the respective sample size of 251 and 272 were conducted. Through a rigorous instrument development process, the following five constructs were identified: destination image, destination quality, destination personality, destination awareness, and destination culture. The instrument was proven to have a good fit, reliability, and validity. The multidimensional scale provides an effective instrument for tourists to identify and differentiate a destination brand from other tourism destinations. Implications of these findings for practical applications and suggestions for future research are also provided.     

旅游地社会责任、声誉、认同与旅游者忠诚关系

文章构建了旅游地社会责任、旅游地声誉、旅游地认同与旅游者忠诚关系的整合模型,以厦门市旅游者为研究对象,采用结构方程模型( SEM)方法,对整合模型进行实证检验,发现:(1)旅游者社会责任直接正向影响旅游地声誉和旅游地认同,并通过旅游地声誉对旅游地认同产生间接影响,通过旅游地声誉和旅游地认同对重游倾向和口碑宣传产生间接影响；(2)旅游地声誉正向影响旅游地认同、重游倾向和口碑宣传,并通过旅游地认同对口碑宣传产生间接影响；(3)旅游地认同直接影响口碑宣传；(4)重游倾向和口碑宣传之间存在递进关系.最后,文章对研究结论进行了讨论,并指出了研究局限和未来研究方向.     

Tourist Motives and Destination Competitiveness: A Gap Analysis Perspective

This study explores the use of gap analysis in examining the demand-side and supply-side perceptions of international tourists’ motives for visiting Botswana, along with Botswana’s competitiveness as a tourist destination. Statistically significant negative gaps between tourists and tourism providers’ perceptions mean that further understanding of tourists by providers is necessary to enhance the destination’s competitiveness. The analysis of findings was based on 14 “pull” motivations adapted from Kozak (2002) and 104 destination competitiveness measures, some of which were adapted from Omerzel (2006). Factor analysis, reliability analysis, and a series of independent t-tests were used to analyze the data. Study results indicate that tourists visit Botswana mainly for pleasure seeking rather than culture. The study further reveals that Botswana’s competitiveness as a destination is average. Furthermore, the study found statistically significant differences between tourists and tourism providers on all of the “push” factors and nine of the 15 destination competitiveness factors. In order for Botswana to be globally competitive, there is need for further improvement with a view to match international tourists’ expectations. Particular attention should be directed at improving the way the destination is managed. Further developments should be made on created resources, safety, demand conditions, historical and cultural heritage resources, organized excursions, and cleanliness.     

Destination brand positions of a competitive set of near-home destinations

Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.     

Destination Marketing Organizations and destination marketing: A narrative analysis of the literature

This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: ‘To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination?’. In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d'être, and DMO effectiveness including issues of branding and positioning, and future research themes in the field.     

An Extended Gravity Model: Applying Destination Competitiveness

Due to the substantial growth of tourism, various studies have employed different forms of gravity models. However, previous models had limitations in terms of generalizing their results. This is primarily due to their focus on specific regions or variables for special events or components of tourism. Thus, the primary objective of this study was to present an extended gravity model that can more generally explain tourism flows. This study adopted components of destination competitiveness as complementary variables and a panel data framework to include the cross-sectional and time effects in the model. The result showed that the proposed model had greater explanatory power than traditional gravity models. Additionally, along with gravity variables, destination competitiveness components, such as natural and cultural resources, general and tourism infrastructure, price competitiveness, and openness, had significant effects on tourism flows. Further discussion and implications are provided in the main body of this paper.     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论，较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念，结合地方情感概念中的旅游目的地意象和地方依恋，根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架，进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明，游客旅游目的地选择始于旅游目的地意象的形成，随着整体认知意象的深化，游客对旅游目的地将产生地方认同感，再通过选择决策行为选择意向的旅游目的地从事旅游活动，通过对旅游目的地旅游体验的功能满足产生依赖感，最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值，对于旅游目的地市场战略规划实践活动而言具有参照价值。     

The Attractiveness of Portugal as a Tourist Destination: The Perspective of Czech Tour Operators

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.     

Destination competitiveness and tourism development in Russia: Issues and challenges

With new border policies and the development of travel infrastructure, international tourism to Russia experienced double-digit growth in the past few years. Yet, few authors have reported on the challenges the country faces towards sustainable tourism development and competitiveness. This study discusses issues that have affected and that will continue to affect tourism in Russia. The tenets of destination competitiveness and sustainable development are used to guide a critical discussion of tourism in Russia. The study results from a three-year project that brought together European and Russian partners. Despite great potential, tourism development in Russia remains hindered by numerous issues such as destination image, infrastructure development, workforce training and education, quality management, and sustainable management. Beyond contributing to the tourism academic literature, this paper also aims at contributing to private and public policy stakeholders who prepare the future of Russia's tourism with Russian universities.     

Toward The Perspective Of Cognitive Destination Image And Destination Personality: The Case Of Beijing

Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities—such as competence, excitement, and sophistication—drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing.     

Destination competitiveness and resident well-being

The paper presents arguments for integrating resident wellbeing outcomes into destination competitiveness analysis. Despite increasing acknowledgment that resident well-being is the primary objective of achieving destination competitiveness, the established frameworks fail to accord it a central role in performance assessment. A well-being index is proposed for this purpose. Constructing this index will necessitate the development of well-being measures to assess destination competitiveness in addition to the standard destination performance indicators. Several important challenges for tourism stakeholders are identified. Expected outcomes of the discussion include greater insight into the sources and goals of destination competitiveness, appreciation of the importance of resident well-being in destination competitiveness analysis, and the implications of this for analysis and policy making.     

旅游目的地竞争力模型比较:以奥兰多和拉斯韦加斯为例

旅游目的地的绩效评估是许多旅游目的地面临的一个复杂但很重要的问题。现有的基于增长率的绩效评估模型并不能反映有关旅游目的地竞争力和可持续性发展的信息。本文旨在提出并以数据证明以价值为基础的旅游目的地的绩效评估模型。     

Satisfaction With All-Inclusive Tourism Resorts: The Effects of Satisfaction With Destination and Destination Loyalty

Despite the fact that all-inclusive package holidays play a major role in the tourism developments of sun and sea destinations, relatively little research has been done within the hospitality literature to investigate the relationships between satisfaction with all-inclusive, destination satisfaction and loyalty to a destination. Moreover, the measurement of satisfaction with all-inclusive resorts is lacking. Therefore, the aim of this study is to examine relationships between satisfaction with all-inclusive resorts, satisfaction with destination, and destination loyalty, in order to understand the generation of tourist satisfaction with all-inclusive resorts. Based the previous theoretical and empirical evidence in the related literature, a questionnaire survey was conducted during summer 2008 at Antalya, a major sun and sea tourism destination of Turkey. The data were analyzed using several statistical techniques. The results suggested that there were significant relationships between satisfaction with all-inclusive resorts, satisfaction with destination and destination loyalty. It is also noteworthy that an all-inclusive package tour is the most popular traveling mode for tourists visiting Antalya.     

目的地开发的市场问题

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。     

Brand Recovery: A Quick Fix Model for Brand Structure Collapse

Exploring the gap between brand profile and brand identity, this study discusses destination branding strategies from the supply-side perspective using well-being tourism development in Finland as a case study. To apply branding strategies to destination marketing is a challenge, especially when brand structures are created by external experts in a top-down manner with minimum coordination. Few destination branding researchers have focused on strategies for restoring the brand structure. The strategic quick-fix model developed in this article comprises three phases: learn, coordinate, and organize. It is presented as a destination brand management tool for brand recovery, which highlights the importance of knowledge transfer, active actors, and external support.     

旅游地形象感知偏差测评模型研究

旅游地形象是旅游地开发建设的重要内容之一,形象塑造是提高其市场影响力和市场竞争力的重要基础;因缺乏全真信息支撑,市场对旅游地形象的感知普遍存在偏差.本文根据形象主体及感知内容系统构建感知偏差测评层次模型,包含3个层次9个指标,其中模型权重由专家打分确定,基础数据源于市场调查结果,主要采用离差和法分析不同主体对不同感知内容的偏差程度.通过十堰旅游目的地验证,最终偏差指敷测评结果为0.626,偏差较大,其中主体时自然环境感知偏差最小,对社会环境感知偏差最大;旅游介体对十堰形象感知偏差最小,本地居民感知偏差最大.