【正文】 dels of consumer behavior argue that awareness is a first and necessary, but not sufficient, step leading to trial and repeat purchase. Awareness may not always lead to purchase, because it results, at best, in product curiosity (Fesenmaier, Vogt and Stewart 1993). Similarly, Goodall (1993) noted that only destinations the potential tourist is aware of will be included in the perceived opportunity set.Awareness implies that an image of the destination exists in the minds of potential tourists (Gartner 1993). When a destination wants to be successful, it must first achieve tourist awareness and second a positive image (Milman and Pizam 1995). Unlike awareness, which is investigated within the destination selection processes, studies of destination image mostly introduce the concept of familiarity. Mackay and Fesenmaier (1997) argue that this has been proposed as both a positive and negative factor in image evaluation. Mostly it has been associated with a more realistic impression of a destination based on past experience. The majority of empirical image studies have found a positive relationship between familiarity and image (Baloglu 2001). It has often been measured through previous visitation or direct experience with a place, which is also treated as an internal information search process (Gartner and Bachri 1994。 Yoo and Donthu 2001) based on Aaker (1991) and Keller’s (1993) categorization. This study follows the line of authors (such as Aaker 1991。 Hunt 1975。 Gallarza, Gil and Calderon 2002。 Crompton 1979。 Keller 1993) as interrelated. By equity is meant the sum of factors (or ‘‘dimensions’’) contributing to a brand’s value in the consumer’s mind.Unlike the many scientific contributions covering the theme of product brands, the research line of destination brands is merely in its infancy (Cai 2002). Although this branding appears to be one of the newest research areas (Cai 2002。外文文獻(xiàn)原文CUSTOMERBASED BRAND EQUITY FOR A DESTINATIONAbstractThe paper introduces the concept of customerbased brand equity and applies it to a destination. The theoretically proposed and empirically verified model plements previous research findings on a destination’s evaluation from the tourist’s perspective. In addition to numerous studies, which have stressed the importance of image, the results of this study imply that an image plays a vital role in evaluation but is not the only brand dimension that should be considered. For a more plete evaluation, the dimensions of awareness, quality, and loyalty should also be examined. The concept of brand equity was tested on two Slovenian markets. Results reveal that brand equity differed between the markets according to their evaluation of brand dimensions. Keywords: Brand, Destination, Image, Awareness, Loyalty1 INTRODUCTIONBranding has existed for centuries as a way of distinguishing the goods of one producer from those of another, while modern branding finds its origins in the 19th century (Room 1992). According to this, a brand can be treated as a legal instrument, logo, pany, identity system, image, personality, relationship, and/or as adding value. A bination of all these perspectives is embodied in the definition of de Chernatony and McDonald, which equates a successful brand to ‘‘a(chǎn)n identifiable product, service, person, or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely [and] its success results from being able to sustain these added values in the face of petition’’ (2001:20). A significant amount of effort has been devoted to addressing the plex nature of a brand. In face of various interpretations, de Chernatony and McDonald argue that it should be understood from an input perspective as, for example, in the way managers emphasize the use of resources to achieve a customer response. Alternatively, a brand can be viewed from an output perspective, as in the way customers interpret and use it to enhance their personal experience. De Chernatony (1999) argues further that modern analysis should treat both the brand identity concept (Aaker and Joachimsthaler 2000。因此，這些孤立的，為研究這個(gè)文件應(yīng)該表現(xiàn)出某種關(guān)系的整個(gè)概念，以消費(fèi)者為基礎(chǔ)的品牌資產(chǎn)目的地(CBBETD)。 Woodside and Dubelaar 2002)。因此，Milman 和 Pizam (1995)合并的概念目的地形象的意識(shí)層面，雖然比Bigne 等人(2001年)提升了質(zhì)量和尺寸相關(guān)變數(shù)的態(tài)度忠誠(chéng)的概念。最近的研究沒(méi)有雇用所有這些方面，雖然已經(jīng)引起了一些(認(rèn)識(shí)、忠誠(chéng))或多次(形象)上的調(diào)查。假說(shuō)。 過(guò)程如圖2隨后變量，確定了各層面涌現(xiàn)出來(lái)。但他們都是這似乎最適合本研究考慮市場(chǎng)的來(lái)源和去向進(jìn)行研究。此項(xiàng)研究的目的是找出并側(cè)重于具體的層面，可能形成的品牌資產(chǎn)某一目的地，而不是找出所有可能的尺寸(或錄取)，可載形象忠誠(chéng)意識(shí)，或任何其他人。即使同種成分，圖像仍然可能牽涉到更多的，可能會(huì)被人嘲笑了創(chuàng)建其他維尺度。根據(jù)研究結(jié)果，一個(gè)概念模型，包括四個(gè)層面(意識(shí)、形象、感知質(zhì)量和忠誠(chéng)度)的建議。 因?yàn)樗麄兊呢暙I(xiàn)主要是針對(duì)產(chǎn)品品牌，轉(zhuǎn)移到目的地品牌慎重考慮。這些發(fā)現(xiàn)這里的業(yè)務(wù)作為一個(gè)地方可能不具包容性，但卻有助于解釋不同市場(chǎng)的看法目的地與這種知識(shí)的特定品牌資產(chǎn)的建設(shè)和加固措施，可以進(jìn)行銷售。本文所爭(zhēng)論的問(wèn)題，然后列實(shí)證 這個(gè)形象只是一個(gè)方面，以消費(fèi)者為基礎(chǔ)的品牌資產(chǎn)為目的地?？傊?，這是值得商榷的形象是唯一的層面了解目的地品牌資產(chǎn)。Opperman (2000)建議，目的地忠誠(chéng)的，要追究縱向看終身探視行為。行為忠誠(chéng)意味著以往經(jīng)驗(yàn)熟悉影響今天和明天的旅游決策，特別是目的地的選擇。Opperman (2000)建議，目的地忠誠(chéng)的，要追究縱向看終身探視行為。行為忠誠(chéng)意味著以往經(jīng)驗(yàn)熟悉影響今天和明天的旅游決策，特別是目的地的選擇。但是，這些僅僅吸納了數(shù)項(xiàng)措施，間接照亮忠誠(chéng)度。雖然忠誠(chéng)概念已被廣泛調(diào)查，在營(yíng)銷文學(xué)，目的地忠誠(chéng)很少被研究。此外，在形象概念工作Baloglu and McCleary(1999:881)，“質(zhì)量”經(jīng)驗(yàn)的因素之一是在概念化的形象建設(shè)。其他屬性相同的潛力。重視價(jià)格，其它方面已經(jīng)承認(rèn)調(diào)查目的地發(fā)展(Baloglu a和 Mangaloglu2001；Crompton 1979；Echtner 和 Ritchie 1993)。把質(zhì)量納入目的地評(píng)價(jià)是如何實(shí)施這一構(gòu)想，可能是最困難的問(wèn)題。這是有趣的，因?yàn)槁糜蔚恼w評(píng)價(jià)是一個(gè)目的地，是一個(gè)集合了產(chǎn)品、服務(wù)和經(jīng)驗(yàn)。但最近概覽文獻(xiàn)明確提到存在著質(zhì)量問(wèn)題。目的地質(zhì)量。雖然所有這三個(gè)領(lǐng)域仍需要改進(jìn)，在過(guò)去幾年里(Gallarza et al 2002)，許多已采取措施。雖然多數(shù)研究植根于營(yíng)銷(Gardner和Levy 1955)，這一概念也在相連，并在分析了其他學(xué)科，如人類學(xué)、地理學(xué)、社會(huì)學(xué)及符號(hào)(Gallarza et al 2002)。在檢討以往的工作，Pike(2002)發(fā)現(xiàn)142號(hào)文件，在過(guò)去三十年里，已直接或間接地影響旅游目的地的形象主題。旅游目的地的形象。大部分形象實(shí)證研究已發(fā)現(xiàn)有正面關(guān)系的親切感和圖像(Baloglu 2001)。Mackay和fesenmaier (1997)爭(zhēng)辯說(shuō)，這已經(jīng)提出了積極和消極因素的形象評(píng)價(jià)。當(dāng)一個(gè)目的地，要獲得成功，它必須先取得旅游意識(shí)和第二正面形象(milm 和pizam 1995)。同樣，Goodall(1993)指出，只有目的地潛在的旅游意識(shí)到將列入知覺機(jī)會(huì)集合。所有型號(hào)的消費(fèi)行為辯稱意識(shí)，是一個(gè)必要的，但是還不夠領(lǐng)先一步