旅游专业毕业论文外文翻译2篇.pdfVIP

本文档来源于第一文库网：/view/1366EDA57D96B0 9C.html 旅游专业毕业论文外文翻译2篇 Ⅲ. /view/1366EDA57D96B09C.html 外文翻译 外文翻译之一 Destination brand positions of a competitive set of near-home destinations 作者：Steven Pike 国籍：Australia 出处：Tourism Management, In Press, Corrected Proof, Available online 24 January 2009 原文正文： Abstract:Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 用心打造免费、绿色、专业、海量的教育文库网站 本文档来源于第一文库网：/view/1366EDA57D96B0 9C.html destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field. 旅游管理专业毕业论文 Keywords: Destination branding; Consumer-based brand equity; Short breaks; Destination image; Destination positioning 1. Introduction Ever since the brand literatur