旅游品牌定位外文翻譯文獻(xiàn)旅游品牌定位外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)原文：Destinationbrandpositionsofacompetitivesetofnear-homedestinationsAbstract:Althoughthebrandingliteraturecommencedduringthe1940s,thefirstpublicationsrelatedtodestinationbrandingdidnotemergeuntilhalfacenturylater.Areviewof74destinationbrandingpublicationsby102authorsfromthefirst10yearsofdestinationbrandingliterature(1998–2007)foundatleastninepotentialresearchgapswarrantingattentionbyresearchers.Inparticular,therehasbeenalackofresearchexaminingtheextenttowhichbrandpositioningcampaignshavebeensuccessfulinenhancingbrandequityinthemannerintendedinthebrandidentity.ThepurposeofthispaperistoreporttheresultsofaninvestigationofbrandequitytrackingforacompetitivesetofdestinationsinQueensland,Australiabetween2003and2007.Ahierarchyofconsumer-basedbrandequity(CBBE)providedaneffectivemeanstomonitordestinationbrandpositionsovertime.Akeyimplicationoftheresultswasthefindingthattherewasnochangeinbrandpositionsforanyofthefivedestinationsoverthefouryearperiod.Thisleadstothepropositionthatdestinationpositionchangewithinacompetitivesetwillonlyoccurslowlyoveralongperiodoftime.Thetabulationof74destinationbrandingcasestudies,researchpapers,conceptualpapersandwebcontentanalysesprovidesstudentsandresearcherswithausefulresourceonthecurrentstateofthefield.Keywords:Destinationbranding;Consumer-basedbrandequity;Shortbreaks;Destinationimage;DestinationpositioningIntroductionAbrandisadistinguishingnameand/orsymbol(suchasalogo,trademark,orpackagedesign)intendedtoidentifythegoodsorservicesofeitheroneselleroragroupofsellers,andtodifferentiatethosegoodsfromthoseofcompetitors.Destinationbrandingisthesetofmarketingactivitiesthat(1)supportthecreationofaname,symbol,logo,wordmarkorothergraphicthatreadilyidentifiesanddifferentiatesadestination;that(2)consistentlyconveytheexpectationofamemorabletravelexperiencethatisuniquelyassociatedwiththedestination;that(3)servetoconsolidateandreinforcetheemotionalconnectionbetweenthevisitorandthedestination;andthat(4)reduceconsumersearchcostsandperceivedrisk.Collectively,theseactivitiesservetocreateadestinationimagethatpositivelyinfluencesconsumerdestinationchoice.Brandingisthereforeconsideredmutuallybeneficialfromboththesupplyanddemandperspectives.Enhancingtheabilityofthebrandtodifferentiateeffectivelycangenerateadvantagesforproductsandservices,suchasincreasedpurchaseintent,lowercosts,increasedsales,pricepremiums,andcustomerloyalty.Advantagesfordestinationmarketingorganisations(DMO)includeincreasedpotentialtodifferentiateagainstplacesofferingsimilarbenefits,increaseddestinationloyaltyandincreasedyieldforstakeholderssuchaslocaltourismbusinessesandtravelintermediaries.Benefitsforthetravellerincludeeaseofdecisionmakingthroughreducedsearchcosts,reducedrisk,andpossiblyenhancedbragvalue.ThefocusofmostresearchreportedtodatehasbeenconcernedwiththedevelopmentofdestinationbrandidentitiesandtheimplementationofcampaignsOnearearequiringincreasedattentionisthatoftrackingtheperformanceofdestinationbrandpositionsovertime.Thatis,theextenttowhichdestinationbrands'positioningandrepositioningcampaignshavebeeneffectiveinenhancingbrandequityconsistentwiththatintendedinthebrandidentity.Thisisanimportantgapinthetourismliterature,given:i)increasingcompetition;ii)theincreasinglevelofinvestmentbydestinationmarketingorganisations(DMO);iii)thecomplexpoliticalnatureofDMObranddecisionmakingandincreasingaccountabilitytostakeholders;iv)thelong-termnatureofrepositioningadestination'simageinthemarketplace.IntermsofmetricsforDMOsingeneral,anumberofresearchersinvariouspartsoftheworldhavepointedtoalackofmarketresearchmonitoringeffectivenessofdestinationmarketingobjectives,suchasinAustralia,NorthAmerica,andEurope.Theaimofthisstudywastotrackthebrandpositionsheldbyacompetitivesetofnear-homedestinationsbetween2003and2007.Forthispurposetheefficacyofahierarchyofconsumer-basedbrandequity(CBBE)wastrialled.CBBEwasfirstpromotedbyAakerandAakerandmorerecentlybyandtosupplementtraditionalbalancesheetbrandequitymeasures.TherationaleunderpinningCBBEasabrandperformancemetricisthatconsumerperceptionsofthebrandunderpinanyfinancialestimateoffutureearningsestimatedinthefinancialmeasureofbrandequity.Sinceafinancialbalancesheetbrandequitymeasurewillbeoflittlepracticalvaluetodestinationmarketers,theconceptofCBBEisworthyofconsiderationbyDMOs.However,thepotentialof

CBBEfordestinationshasonlyrecentlyattractedtheattentionofacademicresearchers.Author：StevenPikeNationality：AustraliaSource：TourismManagement,InPress,CorrectedProof,Availableonline24January2009譯文：就近目的地競(jìng)爭(zhēng)組的旅游目的地品牌定位摘要：盡管品牌學(xué)興起于20世紀(jì)40年代，第一個(gè)與目的地品牌相關(guān)的出版物卻直到半個(gè)世紀(jì)后才出現(xiàn)。對(duì)102個(gè)作者在目的地品牌學(xué)出現(xiàn)最初的十年（1998-2007）關(guān)于74個(gè)目的地品牌出版物的回顧發(fā)現(xiàn)，至少有9個(gè)潛在的研究鴻溝引起了研究人員的注意。特別是,對(duì)品牌定位運(yùn)動(dòng)已經(jīng)成功地提高品牌資產(chǎn)使用指定的品牌標(biāo)識(shí)缺乏一定程度的研究檢查。本文的目的是報(bào)告澳大利亞昆士蘭州2003年至2007年對(duì)一系列競(jìng)爭(zhēng)性品牌資產(chǎn)的跟蹤調(diào)查結(jié)果?；谙M(fèi)者的品牌資產(chǎn)分層結(jié)構(gòu)（CBBE）提供了有效的手段去監(jiān)測(cè)目的地品牌隨著時(shí)間推移而變化的定位。調(diào)查結(jié)果的一個(gè)關(guān)鍵意義在于發(fā)現(xiàn)過去4年的時(shí)間里5個(gè)目的地品牌中的任何一個(gè)都沒有發(fā)生任何品牌定位的變化。這個(gè)結(jié)果說明了一個(gè)命題：在競(jìng)爭(zhēng)市場(chǎng)中目的地的位置只會(huì)在一個(gè)很長(zhǎng)的時(shí)間里慢慢變化。表格中的74目的地品牌的案例研究，研究論文，概念文件和網(wǎng)頁內(nèi)容的分析，為學(xué)生和研究人員在當(dāng)前領(lǐng)域內(nèi)提供了有效的資源。關(guān)鍵詞：目的地品牌;基于消費(fèi)者的品牌資產(chǎn);短休息;目的地形象;目標(biāo)定位1.導(dǎo)言一個(gè)品牌是一個(gè)可區(qū)分的名稱和/或者符號(hào)（如標(biāo)志、商標(biāo)或者包裝設(shè)計(jì)），它旨在區(qū)分提供產(chǎn)品和服務(wù)的賣主，區(qū)分這些產(chǎn)品不同于其他競(jìng)爭(zhēng)者的產(chǎn)品。目的地品牌的一系列營(yíng)銷活動(dòng)包括：（1）支持一個(gè)易于識(shí)別和區(qū)分目的地的名稱，符號(hào)，標(biāo)志，文字標(biāo)記或其他圖形的創(chuàng)建;（2）一致地傳達(dá)一種和目的地相關(guān)的獨(dú)特難忘的旅游經(jīng)歷的期望；（3）鞏固和加強(qiáng)游客和目的地之間的情感聯(lián)系；（4）減少消費(fèi)者的搜尋成本和感知風(fēng)險(xiǎn)?？偠灾?，這些活動(dòng)有助于建立一個(gè)積極影響消費(fèi)目的地選擇的形象。從供求雙方的視角而言，品牌化被認(rèn)為可以帶來雙贏。加強(qiáng)品牌有效區(qū)分的能力可以對(duì)產(chǎn)品和服務(wù)形成優(yōu)勢(shì)，如增加購買意圖（柯布瓦爾格倫，比爾和敦修，1995年），減少成本，增加銷量，價(jià)格溢價(jià)，提高消費(fèi)者忠誠度。對(duì)目的地營(yíng)銷組織（DMO）的好處包括增加對(duì)旅游地提供類似訴求點(diǎn)區(qū)分的可能，提高目的地忠誠度和增加相關(guān)