旅游品牌定位外文翻译文献

旅游品牌定位外文翻译文献(文档含英文原文和中文翻译)

原文：

Destination brand positions of a competitive set of near-home destinations

Abstract: Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007.

A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time.

A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only

occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.

Keywords: Destination branding; Consumer-based brand equity; Short breaks; Destination image; Destination positioning Introduction

A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors.

Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice.

Branding is therefore considered mutually beneficial from both

the supply and demand perspectives. Enhancing the ability of the brand to differentiate effectively can generate advantages for products and services, such as increased purchase intent, lower costs, increased sales, price premiums, and customer loyalty. Advantages for destination marketing organisations (DMO) include increased potential to differentiate against places offering similar benefits, increased destination loyalty and increased yield for stakeholders such as local tourism businesses and travel intermediaries. Benefits for the traveller include ease of decision making through reduced search costs, reduced risk, and possibly enhanced brag value.

The focus of most research reported to date has been concerned with the development of destination brand identities and the implementation of campaigns One area requiring increased attention is that of tracking the performance of destination brand positions over time. That is, the extent to which destination brands' positioning and repositioning campaigns have been effective in enhancing brand equity consistent with that intended in the brand identity. This is an important gap in the tourism literature, given: i) increasing competition ; ii) the increasing level of investment by destination marketing organisations (DMO); iii) the complex political nature of DMO brand decision making and

increasing accountability to stakeholders;iv) the long-term nature of repositioning a destination's image in the marketplace. In terms of metrics for DMOs in general, a number of researchers in various parts of the world have pointed to a lack of market research monitoring effectiveness of destination marketing objectives, such as in Australia, North America, and Europe.

The aim of this study was to track the brand positions held by a competitive set of near-home destinations between 2003 and 2007. For this purpose the efficacy of a hierarchy of consumer-based brand equity (CBBE) was trialled. CBBE was first promoted by Aaker and Aaker and more recently by and to supplement traditional balance sheet brand equity measures. The rationale underpinning CBBE as a brand performance metric is that consumer perceptions of the brand underpin any financial estimate of future earnings estimated in the financial measure of brand equity. Since a financial balance sheet brand equity measure will be of little practical value to destination marketers, the concept of CBBE is worthy of consideration by DMOs. However, the potential of CBBE for destinations has only recently attracted the attention of academic researchers.

Author：Steven Pike

Nationality：Australia

Source：Tourism Management, In Press, Corrected Proof, Available online 24 January 2009

译文：

就近目的地竞争组的旅游目的地品牌定位摘要：尽管品牌学兴起于20世纪40年代，第一个与目的地品牌相关的出版物却直到半个世纪后才出现。对102个作者在目的地品牌学出现最初的十年（1998-2007）关于74个目的地品牌出版物的回顾发现，至少有9个潜在的研究鸿沟引起了研究人员的注意。特别是,对品牌定位运动已经成功地提高品牌资产使用指定的品牌标识缺乏一定程度的研究检查。本文的目的是报告澳大利亚昆士兰州2003年至2007年对一系列竞争性品牌资产的跟踪调查结果。基于消费者的品牌资产分层结构（CBBE）提供了有效的手段去监测目的地品牌随着时间推移而变化的定位。调查结果的一个关键意义在于发现过去4年的时间里5个目的地品牌中的任何一个都没有发生任何品牌定位的变化。这个结果说明了一个命题：在竞争市场中目的地的位置只会在一个很长的时间里慢慢变化。表格中的74目的地品牌的案例研究，研究论文，概念文件和网页内容的分析，为学生和研究人员在当前领域内提供了有效的资源。

关键词：目的地品牌;基于消费者的品牌资产;短休息;目的地形象;目标定位

1.导言

一个品牌是一个可区分的名称和/或者符号（如标志、商标或者包装设计），它旨在区分提供产品和服务的卖主，区分这些产品不同于其他竞争者的产品。

目的地品牌的一系列营销活动包括：（1）支持一个易于识别和区分

目的地的名称，符号，标志，文字标记或其他图形的创建;（2）一致地传达一种和目的地相关的独特难忘的旅游经历的期望；（3）巩固和加强游客和目的地之间的情感联系；（4）减少消费者的搜寻成本和感知风险。总而言之，这些活动有助于建立一个积极影响消费目的地选择的形象。

从供求双方的视角而言，品牌化被认为可以带来双赢。加强品牌有效区分的能力可以对产品和服务形成优势，如增加购买意图（柯布瓦尔格伦，比尔和敦修，1995年），减少成本，增加销量，价格溢价，提高消费者忠诚度。对目的地营销组织（DMO）的好处包括增加对旅游地提供类似诉求点区分的可能，提高目的地忠诚度和增加相关利益者如当地旅游商和旅游中介机构的收益。对旅游者的好处包括通过降低搜寻成本，减少风险来便于决策，并有可能增强炫耀的价值。

迄今为止，大多数研究报告的重点与目的地品牌标识和活动执行的发展有关。一个地区需要更多关注的是跟踪目的地品牌定位的绩效随时间推移的变化。这就是说，在一定程度上，目的地品牌定位和再定位活动已经在加强品牌资产符合预期的品牌标识上十分有效。这在旅游学上是一个很重要的空白，原因是：1）日益激烈的竞争2）从上世纪90年代以来旅游目的地营销组织（DMO）在品牌化上越来越高的投资水平；3）目的地营销组织复杂的政治性质使利益相关者增加了品牌决策的义务；4）在市场上再定位一个目的地形象具有长期性性质。通常，依据目的地营销组织的指标，一些来自很多国家的研究者表明对目的地目标市场缺乏有效地市场研究检测，如在澳大利亚，北美洲和欧洲。

本研究的目的是跟踪2003年至2007年之间近距离目的地品牌在竞

争性环境中的定位问题。为达到这一目的，以效能分级的基于消费者的品牌资产（CBBE ）要被测验。基于消费者的品牌资产首先被和最近的凯勒和凯勒所倡导，来补充品牌资产负债表的测量。基于消费者的品牌资产作为品牌绩效的度量的基本原理的基础是品牌的消费者直觉支持了品牌资产未来收入的任何金融估计。尽管品牌资产负债表关于财务平衡的测量对目的地市场人员起到很小的实际价值，但是CBBE的概念值得被目的地营销组织考虑。然而，潜在的基于顾客的品牌资产目的地最近才引起学术研究者的注意。

作者：史蒂文?派克

国籍：澳大利亚

出处：旅游管理，新闻报导，初校样，可在线2009年1月24日