公共健康、养生条件和旅游发展：旅游目的地品牌化的机会.pdfVIP

Public Health, Wellbeing Tourism: Opportunities for the Branding of Tourism Destinations Alan Fyall1, Heather Hartwell2 and Ann Hemingway3 (1. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, US; 2. International Centre for Tourism Hospitality Research, School of Tourism, Bournemouth University, Poole, UK; 3. School of Health Social Care, Bournemouth University, Poole, UK) Introduction As competition intensifies for destinations around the world, irrespective of their geographic location and type (i.e. urban, rural, coastal), pressure to find new forms of differentiation to enable them to stand out in the crowded marketplace continues apace (Fyall, 2011). As Morgan, Pritchard and Pride (2011, p.7) comment, it is becoming „harder to distinguish what is significant, authentic, and worthy of our attention in our information- heavy but knowledge-light world‟. They go on to add that „so many places position themselves as a “great place to work, live and play” and so many tourist destinations promise a multitude of experiences and products, that it becomes ever more important but harder to achieve stand-out‟. This increasing competition for tourists, and tourist spend, is leading to an exponential demand for, and growth in, more innovative and effective marketing strategies with the search for new destination products and experiences contributing to an increasing significance for, and relevance of, destination branding (Tasci, 2011). Now widely recognized as a strategic choice for destinations, with the likes of New Zealand, India, Spain and Australia leading the way in recent years (see Morgan et al., 2011), branding offers Email: alan.fyall@ destinations the opportunity to achieve differentiation with the brand representing a „distinctive position that translates into strong consumer-bas