旅游品牌定位外文翻译文献

旅游品牌定位外文翻译文献旅游品牌定位外文翻译文献(文档含英文原文和中文翻译)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译文：就近目的地竞争组的旅游目的地品牌定位摘要：尽管品牌学兴起于20世纪40年代，第一个与目的地品牌相关的出版物却直到半个世纪后才出现。对102个作者在目的地品牌学出现最初的十年（1998-2007）关于74个目的地品牌出版物的回顾发现，至少有9个潜在的研究鸿沟引起了研究人员的注意。特别是,对品牌定位运动已经成功地提高品牌资产使用指定的品牌标识缺乏一定程度的研究检查。本文的目的是报告澳大利亚昆士兰州2003年至2007年对一系列竞争性品牌资产的跟踪调查结果。基于消费者的品牌资产分层结构（CBBE）提供了有效的手段去监测目的地品牌随着时间推移而变化的定位。调查结果的一个关键意义在于发现过去4年的时间里5个目的地品牌中的任何一个都没有发生任何品牌定位的变化。这个结果说明了一个命题：在竞争市场中目的地的位置只会在一个很长的时间里慢慢变化。表格中的74目的地品牌的案例研究，研究论文，概念文件和网页内容的分析，为学生和研究人员在当前领域内提供了有效的资源。关键词：目的地品牌;基于消费者的品牌资产;短休息;目的地形象;目标定位1.导言一个品牌是一个可区分的名称和/或者符号（如标志、商标或者包装设计），它旨在区分提供产品和服务的卖主，区分这些产品不同于其他竞争者的产品。目的地品牌的一系列营销活动包括：（1）支持一个易于识别和区分目的地的名称，符号，标志，文字标记或其他图形的创建;（2）一致地传达一种和目的地相关的独特难忘的旅游经历的期望；（3）巩固和加强游客和目的地之间的情感联系；（4）减少消费者的搜寻成本和感知风险。总而言之，这些活动有助于建立一个积极影响消费目的地选择的形象。从供求双方的视角而言，品牌化被认为可以带来双赢。加强品牌有效区分的能力可以对产品和服务形成优势，如增加购买意图（柯布瓦尔格伦，比尔和敦修，1995年），减少成本，增加销量，价格溢价，提高消费者忠诚度。对目的地营销组织（DMO）的好处包括增加对旅游地提供类似诉求点区分的可能，提高目的地忠诚度和增加相关