近二十年国外旅游目的地品牌化研究述评

随着目的地品牌化对旅游行业的影响更加显著,旅游目的地品牌化逐渐成为研究热点,有很多主题值得进一步探讨和研究,论文对近年来与旅游目的地品牌相关的国外文献进行了归纳和梳理,试图从旅游目的地品牌塑造、品牌营销和品牌价值评估三个方面进行分析和总结,以期对国内旅游目的地的品牌化研究提供一定的借鉴与指导。

Literature Review of Overseas Destination Branding in Recent Two Decades

As the destination branding is becoming increasing significant to tourism industry, tourism destination branding is a research hotspot and there are some issues that need further discussion. This paper is trying to generalize and rationalize the foreign literature about destination branding from three aspects, which includes brand establishment, brand marketing and brand valuation. We expect it will provide some references and guidance for domestic destination branding.