| 旅游目的地形象、定位和品牌化：概念辨析和关系阐释 |
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| 引用本文： | 曲颖,李天元. 旅游目的地形象、定位和品牌化：概念辨析和关系阐释[J]. 旅游科学, 2011, 25(4): 10-19,48 |
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| 作者姓名： | 曲颖 李天元 |
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| 作者单位： | 1. 东南大学人文学院,江苏南京,211189
2. 南开大学旅游与服务学院,天津,300071 |
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| 摘 要： | 本文在借鉴相关理论和文献的基础上,对目的地形象、目的地定位和目的地品牌化三个重要概念的内涵及其相互关系进行了分析。本文指出了三个概念的独特的理论倾向点,并分析了在当前目的地品牌化背景下三者的整合运作与发挥作用的机制。
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| 关 键 词： | 目的地形象 目的地定位 目的地品牌化 目的地品牌本体 |
Tourism Destination Image,Positioning and Branding:Conception Clarification and Relationship Interpretation |
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| QU Ying,LI Tianyuan. Tourism Destination Image,Positioning and Branding:Conception Clarification and Relationship Interpretation[J]. Tourism Science, 2011, 25(4): 10-19,48 |
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| Authors: | QU Ying LI Tianyuan |
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| Affiliation: | QU Ying1,LI Tianyuan2 (1.Tourism Department,School of Humanity,Southeast University,Nanjing 211189,China,2.School of Tourism and Service,Nankai University,Tianjin 300071,China) |
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| Abstract: | By referring to the related theory and literature,this paper made an analysis of the connotations destination image;destination positioning;destination branding;destination brand identity,and also the interrelations between them.It delineated the special theoretical focuses of the three concepts and elaborated the mechanism for integrating them in the context of destination branding. |
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| Keywords: | destination image destination positioning destination branding destination brand identity |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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