三亚文化旅游投射品牌个性研究——基于与厦门对比分析的视角
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摘要
品牌个性是旅游目的地品牌定位的重要视角。对三亚与其竞争者——厦门的文化旅游投射个性进行对比分析。从投射数量、投射管理"合理性"、各类型资源投射贡献率和"语义网络图"多角度透视三亚相对于厦门的个性投射能力。研究发现,"胜任"和"神圣"是三亚当前投射出的最鲜明、浓密的文化旅游品牌个性;厦门则彰显其"胜任""温婉""刺激"等具有人文魅力的品牌个性。针对三亚当前文化旅游品牌个性投射格局中处于不同状况、发挥不同作用的个性维度(及条目),分别采取与之相适应的投射管理策略。
Based on the background that Sanya sought to extend its life cycle by virtue of initiating cultural tourism, a comparative analysis of the projected personalities concerning this tourism sector was carried out between Sanya and its competitor, Xiamen. Data were collected from the online culture-tourism projective texts of the two cities. Multi-angle of views were used to judge the projecting ability of Sanya relative to Xiamen, including the projecting quantity, rationality of projecting management, contribution rate of various culture tourism resources, and semantic network diagram. The study found that "competence" and "sacredness" are the most distinctive and dense cultural tourism brand personalities currently projected by Sanya. Xiamen has its brand personalities with humanistic charm, such as "competence", "grace" and "stimulus". According to the individuality dimensions(and entries) of Sanya's current cultural tourism brand personality projecting pattern in different situations and playing different roles, the corresponding projection management strategies are adopted.
Based on the background that Sanya sought to extend its life cycle by virtue of initiating cultural tourism, a comparative analysis of the projected personalities concerning this tourism sector was carried out between Sanya and its competitor, Xiamen. Data were collected from the online culture-tourism projective texts of the two cities. Multi-angle of views were used to judge the projecting ability of Sanya relative to Xiamen, including the projecting quantity, rationality of projecting management, contribution rate of various culture tourism resources, and semantic network diagram. The study found that "competence" and "sacredness" are the most distinctive and dense cultural tourism brand personalities currently projected by Sanya. Xiamen has its brand personalities with humanistic charm, such as "competence", "grace" and "stimulus". According to the individuality dimensions(and entries) of Sanya's current cultural tourism brand personality projecting pattern in different situations and playing different roles, the corresponding projection management strategies are adopted.
引文
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[20]陈钢华.海岛型目的地的旅游渗透度——海南案例及其国际比较[J].旅游学刊,2012,27(11):72-80.
[21]KOZAK M,MARTIN D.Tourism life cycle and sustainability analysis:profit-focused strategies for mature destinations[J].Tourism Management,2012,33(1):188-194.
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[24]JOON W K,HAEMOON O.Effects of brand,price,and risk on customers’ value perceptions and behavioral intentions in the restaurant industry[J].Journal of Hospitality & Leisure Marketing,2004,11(1):31-49.
[25]NEUMAN,WILLIAM L,郝大海.社会研究方法 :定性和定量的取向[M].北京:中国人民大学出版社,2007.
[26]ROSWINANTO W,STRUTTON D.Can vague brand slogans promote desirable consumer responses?[J].Journal of Product & Brand Management,2014,23(4/5):282-294.
[27]YOON K P,HWANG C L.Multiple attribute decision making:an introduction[J].European Journal of Operational Research,1995,4(4):287-288.
[28]张洪,张燕.基于加权TOPSIS法的旅游资源区际竞争力比较研究——以长江三角洲为例[J].长江流域资源与环境,2010(5):31-36.
[29]许春晓,胡婷,周罗琼.文化旅游资源分类与评价:湘江带案例研究[J].旅游研究,2014(2):1-7.
[30]PAN B,LI X.The long tail of destination image and online marketing[J].Annals of Tourism Research,2011,38(1):132-152.
[2]EKINCI Y,HOSANY S.Destination personality:an application of brand personality to tourism destinations[J].Journal of Travel Research,2006,45(2):127-139.
[3]梁佳,吕兴洋,曲颖.形象趋同与个性趋异:资源同质目的地品牌差异化定位研究[J].人文地理,2016,31(5):113-118.
[4]KIM S Y,LEHTO X Y.Projected and perceived destination brand personalities:the case of South Korea [J].Journal of Travel Research,2013,52(1):117-130.
[5]AAKER J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,34(3):347-356.
[6]MUMPHY L,MOSCARDO G,BENCKENDORFF P.Using brand personality to differentiate regional tourism destinations[J].Journal of Travel Research,2007,46(1):5-14.
[7]曲颖,李天元.旅游目的地非功用性定位研究——以目的地品牌个性为分析指标[J].旅游学刊,2012,27(9):17-25.
[8]张一,王玲,邵林涛,等.目的地品牌个性在乡村旅游地差异化竞争中的应用研究——以无锡荡口镇与华西村为例[J].资源开发与市场,2015,31(11):1401-1404.
[9]唐小飞,黄兴,夏秋馨,等.中国传统古村镇品牌个性特征对游客重游意愿的影响研究——以束河古镇、周庄古镇、阆中古镇和平遥古镇为例[J].旅游学刊,2011,26(9):53-59.
[10]高静.基于旅游者网络点评分析的旅游目的地品牌个性研究——以城市滨水旅游目的地为例[J].北京第二外国语学院学报,2015,37(1):50-59.
[11]PITT L F,OPOKU R,HULTMAN M,et al.What I say about myself:communication of brand personality by African countries[J].Tourism Management,2007,28(3):835-844.
[12]高静,焦勇兵.旅游目的地品牌差异化定位研究——基于品牌个性视角[J].旅游学刊,2014,29(3):49-57.
[13]PAN L,ZHANG M,GURSOY D,et al.Development and validation of a destination personality scale for mainland Chinese travelers[J].Tourism Management,2017,59(10):338-348.
[14]BAO J G,CHEN G H,LING M.Tourism research in China:insights from insiders[J].Annals of Tourism Research,2014,45(1):167-181.
[15]侯历华,王晖,林蒙娜.基于感知的旅游目的地品牌个性研究——以青岛旅游品牌为例[J].经济与管理评论,2015,36(5):94-100.
[16]程德年.古城旅游目的地品牌个性——苏州案例的实证研究[J].旅游研究,2016,8(4):56-63.
[17]李湘云,史怡,杨占东.基于网络游记分析的旅游目的地品牌个性研究——以中国优秀旅游城市成都为例[J].企业经济,2017(2):161-166.
[18]顾秀玲,张一,李丽梅.旅游广告干预对旅游目的地品牌个性的影响——基于乌镇案例的实证研究[J].资源开发与市场,2015,31(12):1549-1552.
[19]白凯.国家地质公园品牌个性结构研究:一个量变开发的视角[J].资源科学,2011,33(7):1366-1373.
[20]陈钢华.海岛型目的地的旅游渗透度——海南案例及其国际比较[J].旅游学刊,2012,27(11):72-80.
[21]KOZAK M,MARTIN D.Tourism life cycle and sustainability analysis:profit-focused strategies for mature destinations[J].Tourism Management,2012,33(1):188-194.
[22]PLOG S C.Why destination areas rise and fall in popularity:an update of a cornell quarterly classic[J].Cornell Hotel & Restaurant Administration Quarterly,2001,42(3):13-24.
[23]任冠文.文化旅游相关概念辨析[J].旅游论坛,2009,2(2):159-162.
[24]JOON W K,HAEMOON O.Effects of brand,price,and risk on customers’ value perceptions and behavioral intentions in the restaurant industry[J].Journal of Hospitality & Leisure Marketing,2004,11(1):31-49.
[25]NEUMAN,WILLIAM L,郝大海.社会研究方法 :定性和定量的取向[M].北京:中国人民大学出版社,2007.
[26]ROSWINANTO W,STRUTTON D.Can vague brand slogans promote desirable consumer responses?[J].Journal of Product & Brand Management,2014,23(4/5):282-294.
[27]YOON K P,HWANG C L.Multiple attribute decision making:an introduction[J].European Journal of Operational Research,1995,4(4):287-288.
[28]张洪,张燕.基于加权TOPSIS法的旅游资源区际竞争力比较研究——以长江三角洲为例[J].长江流域资源与环境,2010(5):31-36.
[29]许春晓,胡婷,周罗琼.文化旅游资源分类与评价:湘江带案例研究[J].旅游研究,2014(2):1-7.
[30]PAN B,LI X.The long tail of destination image and online marketing[J].Annals of Tourism Research,2011,38(1):132-152.