学术
摘 要:
基于对目前我国很多地区在旅游目的地营销方面存在问题的观察，本文探讨了与旅游目的地定位相关的几个理论问题，旨在分析和澄清定位与品牌化的关系、旅游目的地的定位目的、品牌定位与品牌形象的关系、目的地形象的形成原理以及旅游目的地定位的原则，并就个别术语的使用问题提出个人见解。[著者文摘]
文章出处:
《旅游科学》-2007年21卷4期 -1-7页
栏目信息:
分 类 号:
文献标识码:
A
文章编号:
1006-575（2007）-04-01301-07
Theoretical Considerations in Tourist Destination Positioning Studies
LI Tianyuan （ Business School, Nankai University, Tianjin 300071, China）
Abstract:
Based on personal observations of the problems in Chinese tourism destination marketing practices, this article probes into several related theoretical issues. It purports to clarify the relationship between positioning and branding, and that between positioning and brand image, the aims of destination positioning, the formation of destination image and the principles of positioning a tourist destination as well. It also provides some suggestions concerning the interpretation of some terms.[著者文摘]
Key words:
tourist destination; positioning; branding; brand image
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