旅游目的地定位主题口号设计若干基本问题的探讨——基于品牌要素视角的分析

本文从旅游目的地定位主题口号作为品牌化中品牌要素的角度,结合部分国外目的地品牌化研究文献、品牌理论和相关营销学理论,对在目的地品牌化这一新研究框架下定位主题口号的概念理解、双向沟通功能、科学设计方法和流程以及设计中须注意的几条原则进行了探讨。文章旨在通过详细阐明理想目的地口号的作用目标和设计原则,厘清传统营销中对该相关问题的一些模糊认识,并拓宽思路,为国内的目的地口号设计实践注入少许新的观点。     

Tourism and Foreign Investment in Australia: Trends,Prospects and Policy Implications

Processes of internationalisation and structural economic change have had profound impacts on the pattern of regional economic activity in Australia. The 1980s was a decade of rapid growth in foreign investment, reoriented to the property and services sector, including tourism. It was also a boom time for international tourism, which emerged as the nation's leading export industry. In addition to the national gateway city of Sydney, the rapidly growing coastal cities of Gold Coast and Cairns in Queensland emerged as major international tourism destinations underpinned by significant levels of foreign investment, particularly from Japan. The 1980s boom years for tourism and foreign investment are revised and raises policy implications raised for the longer-term development of tourism and the role of foreign investment.     

Marketing Destinations with Prolonged Negative Images: Towards a Theoretical Model

Abstract

While there is a great deal of research on destination branding in general, the study of tourism marketing that deals specifically with destinations suffering from prolonged image problems is less well developed. We integrated theories from crisis communication, image restoration and destination marketing to examine media strategies used by such destinations to attract tourism, and then classified them. We utilized qualitative content analysis of tourism campaigns for destinations – primarily in problematic areas such as the Middle East, Africa, Eastern Europe – that appeared in international tourism magazines, destinations’ websites and video-sharing websites. We classified two approaches of media strategies: the ‘cosmetic approach’, relating to strategies that focus mainly on altering the destination's image and the ‘strategic approach’, relating to strategies that take comprehensive action, changing both the negative image and the problems causing it.     

Innovation and Destination Governance in Denmark: Tourism,Policy Networks and Spatial Development

Abstract

For more than a decade, tourist destinations in Denmark have experienced decreasing market shares and numbers of international visitors in comparison with the early 1990s. Despite this stagnation, destination development initiatives and national tourism policies have continued largely unaltered, relying on traditional efforts like collective marketing and local visitor information services, while giving limited priority to innovation-oriented measures that could improve the international attractiveness of Danish destinations by renewing the tourist experiences available. The article argues (1) that important reasons for the slow adoption of new destination development strategies can be found in the domination of tourism-related policy networks by short-term sectoral and localist interests, and (2) that recent reforms of subnational and sectoral governance have only improved the prospects of introduction of more innovation-oriented destination development policies to a limited extent.     

Key issues in the conceptualization of tourism destinations

The purpose of this paper is to review the evolution of how the term ‘destination’ has been used, critiqued, and analyzed. While the traditional view of a destination has largely focused geographical features and the systemic concept of tourism destinations has focused on the interaction between tourists, the staff in industries providing tourism services, and the local population, more recent conceptualizations of tourism destinations treat destinations as complex adaptive systems that adapt to ever-changing economic, political, and social trends. As well, recent work on integrative conceptual frameworks of tourism destinations highlights the importance of particular geographical elements in the emergence and development of destinations which affect the structure of the mode of production, the range of stakeholders involved in tourism activity, and the entire process of destinations evolution. Although the traditional – geographic concept of destination, from today's point of view, is one-sided and not comprehensive, geographical elements, however, are the nucleus from which a tourism destination occurs and develops. In this regard, it is indisputable that the geographical attributes of tourism destinations represent the key component of their resource base. This fact should be borne in mind in future conceptualizations of destinations.     

旅游公共服务体系与旅游目的地满意度的结构关系研究——以桂林国家旅游综合改革试验区为例

在整理及分析国内外相关研究文献的基础上,本文以桂林国家旅游综合改革试验区为例,运用结构方程模型(SEM)模拟游客感知的城乡旅游公共服务体系与旅游目的地满意度的结构关系。结果表明:(1)旅游接待服务感知成为影响旅游地游客满意度最为关键的因素;(2)政府主导下的旅游公共服务体系感知也被证实为影响旅游接待服务感知、游客满意度的显著因素;(3)政府主导下的旅游公共服务体系建设是桂林提升旅游竞争力的关键。最后针对研究结果提出一些建议,并指出本文的不足及今后的研究方向。     

旅游目的地社区居民相对剥夺感研究回顾与展望

旅游地居民与多元利益主体间的矛盾和冲突，是旅游领域发展不平衡不充分的重要表现。相对剥夺感是认识旅游地居民行为逻辑的新视角，也为化解旅游地居民与多元利益主体间的矛盾冲突、改善旅游领域基层社会治理提供了新的思路。文章从研究源起、概念内涵和测量维度、影响因素和形成机制、行为效应、应用范畴和研究方法等6个方面对旅游地居民相对剥夺感研究进行了分析回顾。在此基础上，讨论了旅游地居民相对剥夺感研究对于新时期我国旅游地社会治理的现实意义和学术价值，同时构建了旅游地居民相对剥夺感研究框架，并提出了未来研究的方向和重点。     

Policy Change and Policy Stasis: Comparing Swiss Foreign Policy toward South Africa (1968–94) and Iraq (1990–91)

This article investigates how concepts from the field of public policy, in particular the Advocacy Coalition Framework (ACF) initially introduced by Sabatier and Jenkins‐Smith, can be applied to the study of foreign policy analysis. Using a most similar comparative case studies design, we examine Switzerland's foreign policy toward South Africa under apartheid for the period from 1968 to 1994 and compare it with the Swiss position toward Iraq after the Iraqi invasion of Kuwait in 1990, when the Swiss government imposed—for the first time—comprehensive economic sanctions against another state. The application of the ACF shows that a dominant advocacy coalition in Swiss foreign policy toward South Africa prevented a major policy change in Swiss–South African relations despite external pressure from the international and national political levels. Actually, quite the opposite could be observed: Swiss foreign policy increased its persistence in not taking economic sanctions against the racist regime in South Africa during the 1980s and early 1990s. The ACF, with its analytical focus on policy subsystems and the role of external shocks as potential triggers for change, provided a useful framework for analyzing the factors for policy change and stasis in Swiss foreign relations toward the selected two countries.     

基于旅游者视角的目的地品牌权益测量模型：以皖南国际旅游区为例

本研究基于旅游者的视角构建旅游目的地品牌权益测量模型,并使用来自中国的经验数据对其进行检验和修正。研究发现：旅游目的地品牌权益包括4个维度：品牌知晓、品牌形象、品牌质量、品牌忠诚。其中,品牌知晓是品牌权益的基本来源,对品牌形象和品牌质量有显著直接影响;品牌形象是品牌权益的最重要维度,显著影响品牌质量和品牌忠诚;品牌质量显著影响品牌忠诚;品牌忠诚是品牌权益的核心概念,是品牌建设追求的重要目标。     

Iran as a ‘pariah’ nuclear aspirant

This article demonstrates that Iran conforms to Richard K. Betts' model of a ‘pariah’ nuclear aspirant, as its nuclear program is driven by a potent combination of security, normative and domestic political motivations. The regime's commitment to its nuclear program is influenced by Iran's long-standing sense of vulnerability to both regional and international adversaries, and an enduring sense of national humiliation at the hands of foreign powers, in parallel with a powerful belief in the superiority of Persian civilisation. This has resulted in the development of a narrative of ‘hyper-independence’ in Iran's foreign policy that simultaneously rejects political, cultural or economic dependence and emphasises ‘self-reliance’. The presumed security benefits that a nuclear weapons option provides are seen as ensuring Iranian ‘self-reliance’ and ‘independence’. This suggests that current strategies that focus exclusively on Iran's security motivations or on a heightened regime of sanctions are fundamentally flawed, as they fail to recognise the mutually reinforcing dynamic between Iran's security and normative/status-derived nuclear motivations.     

国外旅游型海岛人地关系研究进展

基于文献资料的整理与分析,国外旅游型海岛人地关系研究中关注人对地的影响、人地关系相互作用过程,人地关系的调控途径;在野外调查、分区规划的基础上广泛采用生态经济学、管理学理论。借鉴国外相关研究,协调我国旅游型海岛人地关系中要整合人地关系研究,拓宽旅游型海岛的研究领域,重视乡、村级旅游型海岛的人地关系问题,尤其要先解决环境脆弱地区外来游客的影响和相关利益主体问题。     

Australian Foreign Policy under the Abbott Government: Foreign Policy as Domestic Politics?

While foreign policy featured prominently on the Australian political agenda in late 2014, the manner of Australia's engagement with the world challenges the idea of a ‘pivot’ from domestic politics to foreign policy. In particular, the government demonstrated a tendency to prioritise domestic political considerations, in particular public opinion, in its dealings with the outside world. This was evident across a range of issue areas: from the ‘internationalist’ agenda of asylum, climate change and aid to more traditional concerns such as bilateral relations with Indonesia and international security. This article explores these dynamics and asks what implications this has for both Australian foreign policy and theoretical accounts of the role and desirability of public engagement with foreign policy in international relations thought.     

韩国潜在游客的中国旅游目的地意象认知与行为意图

旅游目的地意象是20世纪70年代以来,地理学和旅游学等学科交叉生成的研究命题,是旅游目的地市场细分、市场定位及竞争分析的重要工具。本文选择中国近缘文化群体客源市场,也是中国最大的入境客源市场韩国为研究对象,以非结构式和结构式研究相互结合的方式,研究分析了韩国潜在游客对中国的旅游目的地意象认知及行为意图,研究结果显示：（1）韩国潜在游客对中国的旅游目的地意象认知由四个基本维度构成,分别是平和、愉悦、动感与现代,其中,平和、愉悦和现代与旅游目的地意象呈正相关关系;（2）韩国潜在游客对中国的旅游目的地意象认知与其行为意图呈正相关关系;（3）中国旅游目的地意象的平和、愉悦特征对韩国潜在游客行为意图有明显的正向影响,呈正相关关系。     

形象趋同与个性趋异:资源同质目的地品牌差异化定位研究

品牌差异化定位是目的地获取竞争优势的重要手段,当前由于目的地旅游资源同质化,导致了目的地品牌形象趋同、竞争力下降等问题。针对此,本研究试图借鉴品牌个性理论找到目的地差异化定位的新视角。文章选取周庄、乌镇和西塘三个资源禀赋相同的目的地为研究对象,通过分析到访旅游者撰写的游记发现,虽然旅游者对不同目的地的感知形象相似,但是感知个性存在明显差异。其中,乌镇的个性集中表现为"雅";周庄"智"的个性最突出;西塘则在"乐"上有更好表现。基于此,本文为三个目的地提供了个性导向的品牌定位建议。研究表明在品牌形象趋同的情况下,资源同质旅游目的地仍可借助趋异的品牌个性进行差异化定位,并使品牌获得持久的竞争力。     

Indian foreign policy and contemporary security challenges

India is fast emerging as an important player in regional and international arenas. However, it continues to be beset by a number of security challenges, both internally and externally. On the assumption that India's foreign policy has evolved in step with its domestic politics, this article briefly surveys the evolution of Indian domestic politics and foreign policy before discussing some of the domestic and international (including regional) security challenges India faces today. The article concludes that although economic diplomacy does at present serve India well in projecting power internationally, achieving great power status in the future will rest on the resolution of key political and security challenges.     

旅游目的地区域国内旅游花费的差异性分析——以西安市五一黄金周为例

旅游花费由客源地花费、路途花费和旅游目的地花费三部分构成,游客的旅游目的地花费结构和花费水平客观地反映了目的地旅游产业部门结构的合理性及旅游业发展水平。以西安地区国内游客黄金周旅游花费为研究对象,选取旅游花费水平及花费结构指标,利用SPSS12.0中的聚类分析将国内游客划分为三类:高、中、低消费游客群,通过对不同消费水平的游客群的研究,得出如下结论:西安地区以中低消费游客群为主体,停留时间、旅游目的等旅游消费行为因素是影响国内游客旅游花费水平的主要因素。增加参与性、体验性旅游活动项目,加大旅游商品及娱乐产品的开发力度,是提高国内游客在西安花费水平的根本途径。     

旅游目的地定位突出属性的识别——轮换方格分析技术的运用

随着旅游市场竞争日趋激烈,目的地定位的重要性愈加突出。然而,国内研究和实践对"把握旅游者兴趣和需求"这一定位首要工作普遍认识不足,且实施不到位。鉴于此,本研究对目的地定位中"击中消费者心灵"这一关键环节的实施从理论和实证上进行了阐释。理论上,分析了目的地突出属性与定位之间的关系及当前国内误区。实证上,引入轮换方格分析法,以国内十大海滨城市目的地为要素,阐释了识别旅游者对竞争目的地相比较的目的地突出属性的方法程序。此外,对旅游者访谈结果与目的地业界代表访谈结果的比较发现,供需双方在旅游者需求的认识上不吻合。文章最后还对本研究的应用价值和局限做了总结。     

Destination image repair while combatting crises: tourism marketing in Africa

ABSTRACT

The current study analyzes the media strategies used by Sub-Saharan African (SSA) countries to repair their destination image during and after crisis, and attract international tourism. There has been to date a dearth of academic studies that looked at the marketing and branding of destinations in SSA. The few studies that have appeared on this topic focused primarily on a single case study, rather than examining various models and theories that belong to the field of image repair. We, therefore, sought to analyze a variety of case studies to look for common strategies among SSA nations. The conceptual framework used in this research was the ‘multi-step model for altering place image.’ The study was based on qualitative content analyses of news reports, press interviews, campaigns and other marketing initiatives. These items were located in three sources between the years 2008 and 2015: official websites and social media pages of the national tourism boards of SSA countries, news, reports about African countries published in three main international media outlets and reports in a global tourism news website.The study's conclusions show that SSA marketers and policy-makers used three groups of strategies to promote their destinations during and after tourism crises: (1) source-focused strategies (media cooperation and media relations, physical/economic threats and media blockage, and internet use as an alternative source), (2) message-focused strategies (ignoring the crisis, negative image acknowledgement, scale of crisis reduction, counter-message delivery, association with well-known brands and celebrities, tackling the crisis and the spin of liabilities into assets), and (3) audience-focused strategies (patriotism and personal/national heritage, and target audience change). We discovered that despite the differences among the countries, marketers in this area have adopted similar strategies to combat crises in order to repair destination images.     

国外旅游者饮食消费研究述评

旅游者饮食消费作为一种基本的旅游活动之一,是国外旅游研究中重点关注的领域,并形成相当丰富的研究成果。文章在对国外有关旅游者饮食消费的文献进行梳理整理的基础上,从旅游者饮食消费与旅游目的地、旅游者饮食消费的影响因素、旅游者饮食体验三个方面对国外的研究进行回顾,并在旅游者饮食消费体验的分析与回顾的基础上提出旅游者的自我矛盾的理论模型;文章最后从三个方面对国内的未来研究提出展望,第一,强调旅游研究中的非视觉景观与体验;第二,关注全球化背景下旅游目的地饮食的生产与消费;第三,探讨旅游者饮食消费背后的社会文化含义。     

国外旅游利益相关者研究综述与启示

本文在搜集分析相关文献的基础上,较为系统地对国外相关研究进行了归纳和评述,指出其研究内容主要集中于旅游利益相关者的界定及分类;旅游规划、管理与营销中的利益相关者问题;旅游环境伦理与可持续发展中的利益相关者问题;社区旅游及其协作中的利益相关者问题等多个方面,大多采用实证研究方法。最后本文探讨了国外研究对国内研究的启示,期望能够对国内相关研究产生一定的借鉴意义。