旅游品牌定位外文翻譯文獻旅游品牌定位外文翻譯文獻(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：就近目的地競爭組的旅游目的地品牌定位摘要：盡管品牌學興起于20世紀40年代，第一個與目的地品牌相關的出版物卻直到半個世紀后才出現。對102個作者在目的地品牌學出現最初的十年（1998-2007）關于74個目的地品牌出版物的回顧發現，至少有9個潛在的研究鴻溝引起了研究人員的注意。特別是,對品牌定位運動已經成功地提高品牌資產使用指定的品牌標識缺乏一定程度的研究檢查。本文的目的是報告澳大利亞昆士蘭州2003年至2007年對一系列競爭性品牌資產的跟蹤調查結果。基于消費者的品牌資產分層結構（CBBE）提供了有效的手段去監測目的地品牌隨著時間推移而變化的定位。調查結果的一個關鍵意義在于發現過去4年的時間里5個目的地品牌中的任何一個都沒有發生任何品牌定位的變化。這個結果說明了一個命題：在競爭市場中目的地的位置只會在一個很長的時間里慢慢變化。表格中的74目的地品牌的案例研究，研究論文，概念文件和網頁內容的分析，為學生和研究人員在當前領域內提供了有效的資源。關鍵詞：目的地品牌;基于消費者的品牌資產;短休息;目的地形象;目標定位1.導言一個品牌是一個可區分的名稱和/或者符號（如標志、商標或者包裝設計），它旨在區分提供產品和服務的賣主，區分這些產品不同于其他競爭者的產品。目的地品牌的一系列營銷活動包括：（1）支持一個易于識別和區分目的地的名稱，符號，標志，文字標記或其他圖形的創建;（2）一致地傳達一種和目的地相關的獨特難忘的旅游經歷的期望；（3）鞏固和加強游客和目的地之間的情感聯系；（4）減少消費者的搜尋成本和感知風險。總而言之，這些活動有助于建立一個積極影響消費目的地選擇的形象。從供求雙方的視角而言，品牌化被認為可以帶來雙贏。加強品牌有效區分的能力可以對產品和服務形成優勢，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，價格溢價，提高消費者忠誠度。對目的地營銷組織（DMO）的好處包括增加對旅游地提供類似訴求點區分的可能，提高目的地忠誠度和增加相關