品牌劫持:旅游目的地形象异化演进过程研究

到访旅游者网络口碑传播对目的地形象有着越来越重要的影响。因此,该研究基于旅游者权力理论,将旅游者视为与DMO一样的能动主体,对应DMO投射形象提出了旅游者投射形象的概念,进而将旅游者对目的地形象的认知过程从原有的单一个体模型拓展到时间阶段和影响主体更为完整的群体网络状模型。研究进一步通过比较到访旅游者和DMO传播对潜在旅游者引致形象形成过程的影响力,提出当旅游者投射形象比DMO投射形象被更多的旅游者所接受时,就会发生品牌劫持现象。文章结合普洛格(Plog)提出的目的地生命周期理论,分析了此种情况之下目的地形象异化的演进过程,并为目的地营销工作的改进提供了具体的建议。

Brand Hijack： The Alienated Evolution Process of Destination Image

Researches on destination image provide guidance on destination marketing, and previous studies have paid more attention to individuals＇ perceived image formation process and the role of tourism organizations＇ projected image. Many previous studies were limited to researches on individual tourists and neglected the interaction between tourists. In fact, information exchange among tourists could also influence potential tourists＇ awareness of a destination and even their purchase decisions, and such influence is called the Tourist Information Power in the Tourist Power Theory. With the development of information and network technology, the influence of the tourist information power has been becoming more and more powerful. Based on a theoretical review of destination image literature, this paper puts forward the concept of Tourist Projected Image （TPI）, and expands the tourists＇ cognitive process of their destination image from a single individual model （Figure 1） to group-and-network model （Figure 2）. After the TPI is added to the new model, the development process from the organic image to induced image is affected by not only the projected image of destination marketing organizations （DPI）, but also by the projected image of tourists who have visited the destination before. Then during their own travel, tourists form a complex image according to their own travel experience, and spread the destination image （i.e., the TPI） based on their own preferences, affecting other potential tourists＇ induced image. By comparing the influence of information spreading between the visitors and DMO, this paper states that the phenomenon of brand hijacking occurs when the TPI instead of DPI is accepted by more tourists. Actually, in the era of mass tourism, more tourists have completed tour activities independently by their own way. As a result, the DMO cannot control tourists＇ experience and the information they convey to others. Tourists can build the brand meanings based on their own preferences and pass on them to others. Basically speaking, it is the reason why the brand hijacking occurs. When the brand hijacking occurs, the destination image will follow the abnormal path to evolution. With the destination＇ s life cycle theory proposed by Plog, this paper analyzes the alienated evolution process of destination image （Figure 3）, and divides the entire evolution process into six stages by comparing the TPI and DPI. The characteristics of these stages are as follows. At the pre-start- up stage, the organic image dominates; at the start-up stage, the DPI dominates; at the early growth stage, image begins to split; at the medium-term growth stage, image splitting expands; at the late growth stage, brand hijacking occurs; during the process from the maturity to recession, new DPI dominates. Finally, this paper proposes some specific suggestions for improving the destination marketing. Firstly, TPI should be monitored. Secondly, destination marketers should be good at guiding tourists＇ information spreading behaviors, and make use of tourists＇ ability of information spreading to achieve a better marketing result. Thirdly, active efforts also should be made to repair the split image.