国内旅游目的地定位研究综述

国内旅游目的地定位研究是20世纪90年代末从目的地形象研究中分化出的一个研究分支。作者对国内该领域10年的研究文献进行了系统回顾、分析,识别出其研究的8个重要理论关注点:目的地定位的概念内涵;定位作用(功能);当前定位误区;定位考虑要素;定位策略(方法);定位指导原则;定位实施和形象塑造、推广;定位与形象、品牌化、形象口号之间的关系。介绍了具体目的地定位案例分析文献的研究概况,在此基础上,对国内目的地定位研究的特点和局限性进行了总结、分析,并对未来如何调整、促进该领域研究更好发展提出了建议。

A Review and Analysis of Domestic Literatures on Tourism Destination Positioning

Domestic tourism destination positioning studies is one research stream derived from tourism destination image studies in 1990s.Through a systematic review and analysis of domestic literatures on destination positioning published in last ten years,eight important theoretical issues were identified:the conceptual connotation of destination positioning,the functions of destination positioning,misunderstandings in current destination positioning study and practice,elements involved in destination positioning analysis,tactics for destination positioning,guidelines for destination positioning,destination positioning implementation and image building,relationships among destination positioning,image,branding and image slogan.Applications of theoretical points of destination positioning to specific destination settings were also discussed.On that basis,author summarized and demonstrated the characteristics and shortcomings of domestic destination positioning studies.Some simple suggestions of how to adjust the studies in this field for its future better development were also put forward.