影视旅游:旅游目的地营销推广新方式

电影电视中出现的旅游目的地会影响旅游者的旅游兴趣,促成旅游行为。绝大多数现有文献是研究影视旅游对于目的地旅游者数量和对旅游者决策过程的影响和作用,也有探索影视作品对于旅游目的地旅游形象的影响的。由此说明影视旅游是可以作为一种推广旅游目的地的营销新方式。影视旅游之所以成为营销工具,相关旅游地的旅游形象在其中起了重要作用。本文在现有文献理论和实证研究的基础上,分析论述了影视旅游作为营销方式的特点和原理,结合影视作品的拍摄和放映两个阶段,探讨了在每个阶段影视旅游营销工作的重点和形式。     

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.     

Same,Same but Different: Perceptions of South Pacific Destinations Among Australian Travelers

The South Pacific has a long history of being portrayed as a tropical paradise. Similar imagery is depicted for different destinations in the region, creating one homogeneous place. The issue for destination marketing organizations is how to attract tourists to their particular destination. This study surveys Australian travelers' awareness, visitation history, and perceptions of destination image for a range of South Pacific destinations. The study examines the extent to which Australians perceive these South Pacific destinations as similar or different to each other on a range of attributes. The findings reveal there are many common features of the destinations; hence, there is a large degree of substitutability between destinations.     

The Symbolic Role of Postcards in Representing a Destination Image: The Case of Alanya,Turkey

The study adopted a qualitative approach to investigate the role of postcards in representing a destination image as evidence for their travel. A total of 15 postcard racks in Alanya, Turkey were sampled in a variety of sales outlets, using an observation and content photography techniques. The postcards were sorted into four groups according to their levels of authenticity and contextual representation of the tourist's experience at the destination. The analysis yielded a conceptual framework of four types of postcards: realistic, refurbished reality, misleading, and fantasy. The study concluded that only a small proportion of the postcards represented authentic and true images of Alanya, while the majority of the postcards provided ambiguous, unclear, and confusing images of the destination. Recommendations for developing more realistic images to be featured on postcards are discussed.     

Roles of Films and Television Dramas in International Tourism: The Case of Japanese Tourists to the UK

It is believed that films and television dramas that are not directly concerned with tourism promotion have become a catalyst for tourism as publicity and promotional media for attracting tourists. This paper considers what roles films and television dramas play in influencing overseas tourists' behaviors in terms of their travel destination selection. The results from the survey of Japanese tourists to the UK gave evidence of a wide range of roles of films and television drams as different stages in respondents' destination choice processes. This paper concludes that films and television dramas have an ability to create destination awareness, consciousness, and images leading to a stronger interest in the destination and actual travel to the destination.     

Tourism Destination Image and Motivations: The Spanish Perspective of Mexico

ABSTRACT

The notion that a tourist has about a certain destination is conditioned by his vision of it, and this behavior is the result of his perceptions (Baloglu &; McCleary, 1999 Baloglu, S. and McCleary, K. W. 1999. A model of destination image formation. Annals of Tourism Research, 26(4): 868–897. [Crossref], [Web of Science ®] , [Google Scholar]; Goodrich, 1978 Goodrich, J. N. 1978. The relationship between preferences for and perceptions of vacation destinations: Application of a choice model. Journal of Travel Research, 17(2): 8–13. [Crossref] , [Google Scholar]). The outcome of this information assessment process is currently known as destination image (Milman &; Pizam, 1995 Milman, A. and Pizam, A. 1995. The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3): 21–27. [Crossref] , [Google Scholar]). Based on the model of Baloglu and McCleary (1999 Baloglu, S. and McCleary, K. W. 1999. A model of destination image formation. Annals of Tourism Research, 26(4): 868–897. [Crossref], [Web of Science ®] , [Google Scholar]) we propose a model which explains the process of destination image formation. For testing this model, we have gathered information from residents in Spain, with Mexico as a destination. For this task, a covariance analysis was estimated by maximum likelihood with EQS.     

The Tourism Market's Response to the 2009 Black Saturday Bushfires: The Case of Gippsland

One of the key roles of a destination marketing organization (DMO) is to portray their destination in such a way that it is both appealing and inviting to their existing and potential tourism market. A challenge faced by a DMO in the regional Victorian destination of Gippsland in Australia, is the fact that they also have to manage unanticipated sudden changes in market perceptions that may occur in response to a disastrous event. The reoccurring natural disasters of this region (fires, floods and drought)—the most recent being the 2009 Black Saturday bushfires, deemed Australia's worst natural disaster in history—make it imperative that DMOs can respond effectively. This article presents the findings of an exploratory research project designed to investigate the tourism market's response to this particular disastrous event. The primary aim of the research was to better understand how a large-scale disaster impacts upon the tourist's destination image and visitation intentions, and the role of the media in these deliberations. Focus group research reveals the post-disaster media interpretations, images, and visitation intentions of intrastate and interstate, regional and metropolitan tourists. Differences are observed in relation to the participants' geographic location and distance from the fires and their understandings of the event, including their reflections on media coverage. Varying perceptions among the participants of the impact of the fires, the travel risk, and subsequent travel intentions are discussed. Managerial implications relating to media management and the refinement of future disaster management strategies are also presented.     

目的地网络界面对旅游者体验及品牌形象的影响

旅游目的地推广营销所使用的官方网站、微博、电子商务平台等网络渠道构成了旅游者接触目的地的网络界面。旅游目的地网络界面特征主要包含信息价值、友好性和交互性3个要素。为探索旅游目的地网络界面对旅游者体验及品牌形象的影响,构建了旅游目的地网络界面特征、旅游者体验与目的地品牌形象的结构方程模型。研究发现,旅游目的地网络界面特征的3个要素通过功能体验和情感体验两个中介因素影响游客对目的地品牌形象的感知,但信息价值对情感体验的影响不显著。基于以上结论,对旅游目的地优化网络界面提出了策略建议。     

Image-Based Segmentation of Cultural Tourism Market: The Perceptions of Taiwan's Inbound Visitors

This paper aims at testing the effectiveness of using an image-based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying a factor–cluster segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveal several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two-dimensional model of cultural tourist typology.     

地域文化差异对旅游者的旅游地意象感知影响——以内蒙古自治区草原旅游地为例

在旅游地意象研究中,学者们一直很重视地域文化差异对旅游地意象感知的影响。文章基于旅游地意象构成模型,采用主成分分析、方差分析等定量方法,以内蒙古草原旅游地为例,对比分析了内蒙古自治区区内和区外两个地域文化组旅游者的草原旅游地意象的认知、情感以及整体意象感知的变化和差异。研究得出以下结论:(1)两个地域文化组旅游者的草原旅游地意象感知都是积极正面的,草原旅游地意象在市场中发挥着积极的作用。(2)区内文化组旅游者的整体意象感知高于区外,但区外文化组却拥有比区内文化组更高的情感意象。在7个认知意象维度中,多数认知意象维度的感知都是区内文化组高于区外文化组。(3)地域文化差异对旅游者的草原旅游地意象感知没有显著影响。本文的研究对于同一文化体系内部的文化差异对旅游地意象的影响研究具有一定的参考价值。     

黑色叙事对旅游目的地引致形象的影响机制

"讲好故事"已成为塑造和传播国家和地方形象的重要手段。以"讲故事"为手段打造旅游目的地形象是一种国际通行的旅游目的地营销方式。现有旅游目的地叙事研究开展还很不充分,关注的叙事偏重于正面叙事材料,对负面叙事的关注还很不够。文章着眼于黑色叙事对旅游目的地引致形象的影响机制,以德国首都柏林作为研究案例,以著名历史游记《柏林:一座城市的肖像》(Berlin:Imagine a City)中关于柏林的系列黑色叙事和柏林旅游局在微信公众号发布的图片作为实验材料,通过招募志愿者参与包括4个阶段的混合研究设计,验证黑色叙事对柏林旅游目的地形象(认知、情感及意动)的复杂影响。研究的主要理论贡献在于:首先,验证了黑色叙事对旅游目的地形象具有显著影响,实证该影响主要透过"叙事主角-游客-自我形象一致性"这一主线发挥作用,明确了黑色叙事主角形象对黑色叙事引致旅游目的地形象的影响机理,丰富了叙事传输理论相关结论。其次,验证了黑色叙事引致情感形象在黑色叙事影响旅游目的地形象过程中的影响效应,发现黑色叙事引致情感形象(而非认知形象)是黑色叙事最终能够影响游客动机的关键。最后,在黑色叙事这一特定研究情境中,验证了目的...     

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.     

海滨城市旅游目的地非功用性定位研究——以大连为例

全球化背景下旅游产品的同质化增强,传统依靠功用属性定位的方法日渐乏力。纳入"情感选择"和"自我一致"机制,研究开发并实际阐释了一个目的地非功用性定位的概念模型。以海滨城市目的地大连相对于其北方4个竞争对手的重定位分析为案例,借助实证研究,识别出最佳情感形象和品牌个性定位因子。最终,提出了对大连非功用性定位的建议性战略,并对研究的理论和实践启示进行了总结。     

旅游地属性与旅游者感知态度和购后行为的关系——以九寨沟风景区为例

识别旅游地的属性对于旅游地形象、满意度以及旅游者的重游意愿和推荐意愿的效用是非常重要的.本文以九寨沟风景区为案例,采用因子分析和回归分析等方法,研究发现:①九寨沟风景区地方属性可以分为资源价值和人文环境氛围、接待服务、自然旅游资源和环境3个维度.②不是九寨沟所有的地方属性都对其形象的形成、满意度、重游意愿和推荐意愿有显著作用,在18个属性中只有11个属性与旅游者的感知态度和购后行为有关.可以构建旅游地属性与旅游者的感知和态度关系的结构模型.③九寨沟风景区地方属性的效用和感知质量的高低是不完全耦合关系.研究可以为旅游地的旅游开发与管理提供建议,有助于旅游地采取针对性的改善措施与市场营销策略.     

UK press and tourist discourses of Iran: a study in multiple realities

The aim of this article is to investigate the competing discourses of Iran currently circulating in British society, and their influence on the tourist destination image of that country. A mixed-methods approach was adopted within a social constructionist perspective: this consisted of a Foucauldian discourse analysis of news reports in a range of British broadsheet newspapers, interviews with tourists who had visited Iran, and analysis of travel blogs written by a second group of tourists who had also previously visited the country. The findings show that the leading British broadsheets examined exclusively circulate an extremely negative discourse of Iran-as-Polity, originating in US and mediated by the British political field, whose main components are nuclear issues, danger, hostility and terrorism. Though UK tourists to the country are often drawn there initially by a largely Orientalist discourse of Iran-as-Persia, i.e. as a site of historical monuments, during and post visit, they develop a counter-discourse of Iran-as-Society which concentrates on the modernity of certain aspects of the country and above all the hospitality of its citizens, a discourse which is then further disseminated in the form of travel blogs. The article also mobilises Bourdieu’s concept of academic capital to examine the role of education in providing resources to resist the discourse of Iran-as-Polity. In its range of sources analysed, the article offers a relatively novel approach to investigating the role of media discourse and the internet – the latter framed using Foucault’s ‘genealogical’ approach – in the formation of competing tourist destination images of Iran.     

Assessing the Value of Collaborations in Tourism Networks: A Case Study of Elkhart County,Indiana

This study explores the determinants of perceived value derived from interorganizational collaborations in a tourism destination. The authors propose a theoretical model of perceived value drawing upon the rich stream of literature related to strategic collaborations and interorganizational networks. The model was tested using a cross section of tourism organizations operating within Elkhart County, Indiana. The results indicate that a significant positive value of collaboration is achieved from dyadic relationships. Importantly, the results suggest that the positive effect achieved from one-to-one partnerships decreases once an organization collaborates with several other organizations. The article discusses various implications for managing strategic tourism partnerships.     

Factors Inducing National Media Coverage for Tourism in Rural versus Urban Areas: The Role of Public Relations

This study examines the relationship between media coverage patterns of rural and urban tourist spaces in Israel, the characteristics of these spaces, and the way in which public relations (PR) are conducted to promote rural tourism in those areas. Using geographical distance, population size and type of tourist products for the spatial variables, PR financial budgets and PR practice types for the PR variables, the study examines their relative importance for rural versus urban tourism promotion. Results show that ongoing professional PR is crucial for the success of rural destinations in receiving large and positive national media coverage.     

The main paths of eTourism: trends of managing tourism through Internet

Drawing from the tourism and hospitality literature, this paper highlights the main research trajectories and themes in the context of eTourism. We use main path analysis to investigate the development trend of the synergistic relationship between innovative tourism applications and the new technologies. Further, the literature is classified into six groups through discovering the coherence structure in a citation network. The analyses show that research on websites, blogs, and social media on tourism is experiencing accelerated growth, which hints that there is a pendulum shift whereby the information and negotiation power asymmetry between the supply and demand sides are moving from provider-centric to consumer-centric. This study also elucidates the associated market disintermediation phenomenon and long tail effects on the distribution of destinations.     

Mediating Perceived Travel Constraints: The Role of Destination Image

This study assessed the mediating effects of destination image on the relationship between travel constraints and intention to visit. Structural equation modeling identified that destination image mediates between travel constraints and intention to visit, and thereby the negative impact of perceived constraints on intention to visit could be alleviated through the mediating effect of destination image. Thus, travelers can find the means to alleviate travel constraints through a negotiation mechanism. The findings provide practical implications for effective destination marketing programs in that the negative impact from travel constraints can, to a great extent, be mitigated.     

遗产旅游地意象媒介传播机制——苏州园林与江南古镇的比较研究

旅游地意象既包括旅游者经实地体验形成的复合意象,也包括那些远离旅游地的潜在旅游者借助各类媒介信息所形成的引致意象.在新媒体时代,传媒在旅游地意象传播中所扮演的角色越来越重要,分析和研究旅游地意象媒介传播机制现已成为该领域前沿课题.为探索遗产旅游地意象媒介传播模式,文章结合苏州园林和江南古镇案例,采用焦点组访谈、内容分析、问卷调查等方法获取9365例样本的旅游目的地意象媒介传播数据,在质性分析基础上,通过在遗产旅游地意象属性因素与传播媒介因素之间建立结构方程模型,并根据系列研究假设验证结果,揭示出传统媒体与新媒体在遗产旅游地意象形成中的实际作用机制.结论认为,传统媒体与新媒体在文化遗产旅游地意象传播中存在功能互补,前者的优势在于遗产形态与形象推广,而后者的优势则在于遗产文化与意义诠释;借助传统媒体扣新媒体传播不同类型的遗产旅游地意象信息,能够在激发遗产旅游需求的同时,帮助公众更完整地理解遗产文化价值和精神内涵,从而在潜在旅游者中塑造更优良的遗产旅游地意象.在文化遗产旅游地意象传播中,传统媒体与新媒体的整合使用,代表着文化遗产旅游地意象传播的必然.