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。

IMAGE CONVERGENCE & PERSONALITY DIVERGENCE: THE STUDY OF DIFFERENTIAL BRAND POSITIONING FOR DESTINATIONS WITH HOMOGENEOUS RESOURCES

The differentiating brand positioning is an important means to obtain competitive advantages for destinations, and is heavily valued by DMOs as an essential marketing strategy. However, with the rapid improvement of tourism industry, many recently established tourism destinations emerge. Thus, based on brand personality theory and the status quo of tourism destination marketing, this research attempts to figure out new perspectives on differentiating brand positioning of tourism destination. Taking three destinations with similar resources and geographical proximity as research objects, namely Zhou Zhuang, Wu Zhen and Xi Tang, and through analyzing the travel notes and blogs posted on the internet written by tourists and advertisements and other sources promoted by DMOs, the study finds out that the perceived image of each tourism destination is alike, but the perceived personalities of those tourism destinations are significantly distinguished.The results of this study show that, in the case of convergence of tourism destination image, tourism destinations with homogeneous resources can still use divergent brand personality to carry on the differentiating brand positioning and to distinguish from competitive counterparts.