旅游目的地竞争力模型比较研究

本文总结分析了国内外学者所构建的旅游目的地竞争力模型,并将其分为旅游目的地竞争力的概念性模型、简约性模型和多视角模型.通过对三类旅游目的地竞争力模型的比较研究,分析得出各自的优缺点,进而提出相关的补充建议.     

论"旅游目的地"与"旅游过境地"

旅游地的空间竞争与合作是当前学术界颇为关注的一个热点问题.处在同一旅游线路①上的不同旅游地之间产业和产品的空间竞争与合作是区域旅游竞争与合作的典型代表,较少有学者进行研究.本文在回顾以往研究成果的基础上,分析了旅游目的地与旅游过境地在竞争与合作中旅游产业定位和空间布局等重大问题对两地在旅游开发、投资等方面的影响.     

目的地管理与目的地营销:打造优质旅游目的地平台

为进一步提高本刊的学术水平和国际影响力,本栏目2013年起进行了全新改版,特邀请相关领域的专家学者担任本栏目的特邀责任编辑,由这些特邀责任编辑约请各自领域国内外有一定影响力的专家学者参与讨论。     

中国出境旅游目的地的市场定位研究

本文探讨了中国出境旅游目的地的市场竞争以及市场定位，研究表明，中国公民出境旅游目的地的特征属性中，“安全性”与“优美的景色”是中国出境旅游者认为的最重要特征属性；KYST研究结果表明，在中国现已开放的出境旅游目的地中，新加坡与泰国、日本与韩国、埃及与德国是两两相似的出境旅游目的地形象；ALSCAL研究结果表明，中国出境旅游目的地的特征属性之间既具有联系，又具有差异；中国出境旅游目的地国家相互之间具有市场竞争性。为吸引更多的中国大陆旅游者出境旅游，中国出境旅游目的地国家应制定相应的旅游市场营销策略。     

网络游戏:旅游目的地营销的新选择

如何在规模空前的旅游市场上占据更为有利的位置,几乎是所有旅游目的地都不得不思考的问题.可是,思考需要时间,市场容不得等待."试了再说"成为各方奉行不渝的圭臬.各种各样的促销手段和新奇噱头纷纷涌现,层出不穷.这方唱罢那方登场,乱花纷飞,渐迷人眼.其中,利用网络游戏开展旅游目的地营销尤其值得关注.     

对旅游目的地形象概念的两种理解

旅游目的地是旅游活动的承载空间,为旅游者提供了消费平台.旅游目的地的吸引力来自商业化的旅游服务、非商业化的原始景观和旅游目的地所拥有的独特氛围,其范畴远远超出了"整体旅游产品"的概念.然而,旅游目的地远离客源地,在旅游消费者看来是一个独立的区域,因此,如何吸引消费者的注意,在众多备选目的地中脱颖而出,增加目的地的旅游需求量,是旅游目的地营销活动的目标所在.一般来说,旅游目的地的营销组织是非营利机构,其营销工作的主要内容是宣传促销,目的在于在目标消费者的心目中建立有吸引力的目的地形象.     

旅游目的地营销应注重发挥好三个"效应"

旅游目的地营销是一项复杂的系统工程.它是以旅游目的地区域为营销主体,代表区域内各种相关机构、所有旅游企业和全体从业人员,以一个旅游目的地的整体形象加入到旅游市场激烈的市场竞争中,并以不同方式和手段传播旅游信息,制造兴奋点,展示新形象,增强吸引力,引发消费者注意力和兴奋点的全过程.旅游目的地营销是否成功,最终取决于潜在的旅游者对旅游目的地的印象是否深刻.笔者认为,充分发挥好三个"效应",是旅游目的地营销获得成功的有效手段.     

旅游目的地的品牌营销

从旅游目的地品牌营销的竞争力内涵来看,旅游目的地品牌营销的竞争力应包含民族文化和地方文化双重内涵,只有具有民族特色、地方特色和文化特色的旅游目的地,才能使旅游目的地的品牌营销竞争力具有持久性和独特性.世界各国的旅游目的地以其独特的民族文化与地方文化,吸引着世界各地的旅游者.发达国家在发达的经济、整洁的环境、优美的景色等方面,都具有旅游目的地得天独厚的旅游目的地品牌营销条件.与法国的浪漫文化、意大利的典雅文化、美国的现代文化、日本的精美文化相比,中国悠久的历史文化与独特的民俗风情,是吸引越来越多的外国旅游者到中国旅游的主要原因.     

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.     

品牌化:目的地应对未来旅游市场竞争的关键之举

与30年前相比,国内旅游市场正在出现一些重大变化,这些变化使得旅游市场竞争达到了空前激烈的程度.市场竞争的加剧使品牌的作用日益凸显,对于国内众多的旅游目的地而言,品牌化已成为他们应对未来旅游市场竞争的关键之举.     

An Investigation of the Relationship Between Destination Branding and Destination Competitiveness

Empirical research focusing on the relationship between destination branding and destination competitiveness has so far been lacking. Even though destination brand is partially incorporated into the two most prominent theoretical models of destination competitiveness, there is still a need for understanding the role that destination branding plays in achieving destination competitiveness. For this reason, this study proposes a theory-based research instrument that joins the branding process implementation index and competitiveness measured by customer satisfaction. The proposed instrument is tested in the context of Croatian coastal destinations. The results confirm that a well-implemented destination branding process increases destination competitiveness.     

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.     

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.     

基于表征视角的旅游目的地形象内涵及其建构过程解析——以丽江古城为例

旅游目的地的旅游活动与其说是一系列旅游产品的组合,不如说是一个过程、一组实践。以此为基点,文章从符号表征的视角重新审视旅游目的地形象的内涵及其建构过程,解释其中所发生的意义生产、嬗变和争斗的过程,发现旅游目的地形象是一种具有社会、文化、心理3个层面的概念,并具有以下特征：群体共享性和差异性;社会根源性和规范说明性;相对稳定性和长期动态性。旅游目的地形象的建构过程本质上是符号表征功能的运作,而旅游目的地形象建构的意义就在于规范和组织旅游目的地社群和旅游者群体内的旅游活动。     

Advancing Destination Competitiveness Research

Abstract

This paper presents findings of a completed research project on the competitive position of Turkey vis-à-vis five countries in the Mediterranean basin: Spain, Italy, Greece, France and Cyprus. These partner countries are self-selected by foreign tourists and service providers (hoteliers, travel agents or tour guides) as the direct competitor to Turkey. The discussion of findings is based upon the analysis of data gathered from 1,086 respondents through a six-week period in the summer of 2004. Findings obtained from the two groups were then compared to each other using t-test. Results suggest that both foreign tourists and service providers are homogeneous to suggest that Turkey is stronger on the friendliness of local people, but is weaker on the physical distance to the target markets and the effective using of methods for promotion and advertising. The detailed assessment of findings and implications is also discussed.     

Modeling,Evaluation and Analysis of Tourism Destination Competitiveness: A Case Study of the Yangtze River Delta of China

Tourism destination competitiveness (TDC) has been a prominent topic toward the tourism industry in global marketplaces. To give a more comprehensive and more objective evaluation of TDC, a multi-hierarchy evaluation model (MHEM) is established. The information entropy-based weighting method is employed for the determination of the weights of all the evaluation aspects. The self-organized mapping neural network is proposed to give a more comprehensive classification of tourism developments. To verify the efficiency of the proposed evaluation model, an empirical study on the 16 cities in the Yangtze River Delta of China is constructed. External and internal uneven development phenomenon of TDCs is observed and analyzed based on the evaluation results, and the core-layers spatial distribution characteristics of the cities in the delta are also well described.     

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.     

旅游目的地映象研究述评

旅游目的地映象概念自亨特1971年提出后,引起了学术界的广泛关注,并成为国外旅游学研究的热点问题之一.本文通过对国外有关旅游目的地映象研究文献的分析,从旅游目的地映象的内涵、目的地映象的形成、目的地映象研究的意义、测量与评估等方面进行了综述与评述.最后指出,国内旅游目的地形象设计研究较多,但至今国内旅游目的地映象研究成果有限,有待学者们进一步的探索.