国外旅游目的地品牌化研究回顾与展望

本文回顾了旅游目的地品牌化研究的起源、发展历程,评析了旅游目的地品牌化内涵、目标、概念性框架、运行、障碍及评价研究的状况.本文认为,当前研究逐渐“合流”,形成跨学科的研究领域,战略研究视角成为一种新趋势.本文认为,进一步的研究,应重点关注“做什么”“怎么做”和“结果如何”的问题,应重视引入案例研究、扎根理论等质性研究方法.

Retrospect and Prospect of Overseas Tourism Destinations Branding Research

This paper briefly reviewed the origin and history of tourism destination branding research, made an assessment and analysis of the status of the researches on their connotations, conceptual frameworks, operation, barriers and evaluations. It argued that the current studies are gradually collaborating to form a inter-discipline research field newly trended by strategic research perspective. Therefore, further studies should be mainly concerned about “what”, “how” and the consequences with the focus on introducing qualitative research techniques such as case studies and Grounded Theory.