旅游目及地及吸引力和競(jìng)爭(zhēng)力研究(文件)
【正文】 , 2006]). The most prehensive definition to date has been that proposed by Blain et that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination。 positioning and repositioning campaigns have been effective in enhancing brand equity consistent with that intended in the brand identity. This is an important gap, given: i) increasing petition (see Morgan, Pritchard, amp。al., 2003] and [Prosser etal., in press] and [Konecknik and Gartner, 2007]).。 Schoesser, 2003).4. Destination branding positioning and The rationale meaning The aim of this study was to track the brand positions held by a petitive set of nearhome destinations between 2003 and 2007. For this purpose the efficacy of a hierarchy of consumerbased brand equity (CBBE) was trialled. CBBE was first promoted by (Aaker, 1991) and (Aaker, 1996) and more recently by (Keller, 1993) and (Keller, 2003) 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 s image in the marketplace (see Gartner amp。 Donthu, 1995), lower costs (Keller, 1993), increased sales, price premiums, and customer loyalty ([Aaker, 1991] and [Aaker, 1996]). 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 (see for example, [Crockett and Wood, 1999], [Hall, 1999], [May, 2001] and [Morgan ets (1999) model of the functions of a brand from both the buyer and seller perspectives: 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。al., 2007]). For destinations, effective differentiation is critical given the increasingly petitive
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