中国旅游目的地定位和品牌化仍很滞后.pdfVIP

Destination Positioning and Branding: Still on the Slow Boat to China Alastair Morrison Abstract There has been an explosion of interest in destination branding among tourism scholars and tourism marketing practitioners in Western countries since around 1998. This article provides a practical view of destination branding by explaining the characteristics of a good destination brand, identifying some highly successful destination brands, and describing the major challenges to effective destination branding. A professional destination branding research and development process model is covered in detail. Unfortunately “sloganeering” and “logoneering” rather than a professional destination brand development process are found among the destination management organizations (DMOs) in Mainland China. The changes that have occurred in destination branding in Western countries have yet to reach the shores of China. Chinese DMOs are guilty of squandering millions of Yuan on meaningless slogans and logos. Tourism scholars have an obligation to advocate more professional and research-based approaches to destination branding in the future. Keywords: China; brand development process; destination branding; positioning. Introduction Destination branding has been one of the hottest topics among destination marketers and tourism academic scholars in the past 15 years. In 1998, the Travel Tourism Research Association (TTRA) held its Annual Conference under the theme of “Branding the Travel Market” and J.R. Brent Ritchie and Robin Ritchie were also advocating a more rigo