旅游目的地地格的理论源流、本质与测度指标

全球化背景下,在旅游目的地开发与营销过程中忽视了地方的本质特征,旅游目的地竞争走向“无地方性”与“无个性”的地方趋同陷阱。地格理论融合地理学的地方性理论、营销学的品牌个性理论、旅游学的推拉理论以及管理学的资源基础论,提出旅游目的地开发与营销成功的关键是以地格为依托,即关注目的地长期积累形成的生活方式的本质特征,避免地方趋同。本文指出具有代表力、吸引力与竞争力的旅游地格是旅游目的地的品牌基因,还从旅游目的地政府、游客和居民视角出发,运用定性与定量相结合的方法,创建了由自然环境、人文环境与群体性格组成的地格因子体系。

The Origins,Nature,and Measurements of Destination Placeality

In the context of globalization,the essential nature of places has been neglected in the development and marketing of tourism destinations.The competition of tourism destinations has moved towards a trap at the convergence of“no placeness”and“no personality”(or no distinctive features).Incorporating the placeness theory of geography,the brand personality theory of marketing,the push-pull theory of tourism,and the resource-based theory of management,the theory of destination placeality proposes that the key to the successful development and marketing of a tourism destination relies on placeality:that is,focusing on the essential nature of the destination lifestyle formed through a long-term accumulation,and distinguishing(or differentiating)itself from other tourism destinations.It further argues that representative,attractive,and competitive destination placeality is the brand DNA of tourism destinations.From the perspective of the government,tourists,and residents of tourism destinations,the paper uses a combination of qualitative and quantitative methods to create an index system of destination placeality composed of the natural environment,humanistic environment,and group characteristics.