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| 摘要: |
| 国外将品牌理论运用到旅游目的地研究始于20世纪90年代，并成为国外学者研究的热点。旅游目的地品牌管理有助于目的地对自身进行重新审视、准确定位，同时也是实现与竞争者进行差异化目标的重要营销工具。本文通过对近些年国外有关旅游目的地品牌研究相关文献进行系统回顾、分析，从旅游目的地品牌构建、旅游目的地品牌化、旅游目的地品牌利益相关者、旅游目的地品牌运营及旅游目的地品牌效应评价五个方面做出归纳、总结，以期为国内旅游目的地品牌研究与管理提供借鉴。 |
| 关键词: 旅游目的地 目的地品牌 品牌效应 品牌营运 品牌身份 旅游营销 |
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| Literature Review of Overseas Tourism Destination Brand Research |
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MA Jianfeng1, YANG fang2
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| Abstract: |
| Applying brand theory to the study on tourism destination has been always hot issues for overseas scholars since 1990s. Tourism destination branding management is a significant marketing tool which can bring about effective identification internally，achieving differentiation with external competitors. Systematically reviewing and analyzing recent overseas tourism destination brand literatures, this paper makes conclusion and evaluation of the tourism destination brand construction, branding, brand stakeholders, brand operation, branding performance evaluation to provide reference for domestic tourism destination brand research and management. |
| Key words: tourism destination destination brand brand effect brand operation brand identity tourism marketing |
