旅游目的地品牌化成功的影响因素：基于文献回顾的研究

旅游目的地品牌化是全球旅游业进入目的地品牌竞争时代的重要研究命题。在文献回顾的基础上,对影响目的地品牌化成功的因素进行系统梳理,并提出了对目的地营销组织的几点管理启示。目的地品牌化成功的影响因素可分为两个层面,即品牌化战略执行层和品牌化管理支持层;主要包括以下九大因素：目的地品牌识别,目的地品牌定位,目的地品牌沟通,目的地品牌监测、评价与审计,强有力、坚定的品牌化领导,目的地利益相关者之间的持续沟通,目的地利益相关者的合作,目的地品牌化文化氛围,目的地不同部门间的协作。

Factors Influencing the Success of Tourism Destination Branding：a Study Based on the Review of Current Studies

Tourism destination branding becomes an important research topic when the global tourism industry enters the brand-competing era.On the basis of review current studies,this paper makes a systematic analysis of factors influencing the success of tourism destination branding.At the end of the paper,the author points out the implication for destination marketing organization.Specifically speaking,these factors can be divided into two dimensions： the dimension of branding strategy executing and the dimension of branding management support.They mainly include the following 9 factors： destination brand identity;destination brand positioning;destination brand communication;destination brand monitoring,evaluating and auditing;strong and firm branding leadership;continuous communication between stakeholders;stakeholder involvement and cooperation;the atmosphere of destination branding culture;coordination between different departments.