旅游目的地品牌差异化定位研究 - 基于品牌个性视角 - 高静(5)

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旅游学刊第29卷2014年第3期TourismTribuneVol．29No．3，2014

DifferentiatingBrandPositioningofTourismDestinations：ABrandPersonalityPerspective

GAOJing1，JIAOYongbing2

（1．SchoolofIndustryandBusinessAdministration，ZhejiangInternationalStudiesUniversity，Hangzhou310012，China；

2．SchoolofEconomicsandManagement，NingboUniversityofTechnology，Ningbo315211，China）

Abstract：Brandinghasbecomeapopularandpowerfulmarketingtoolfortourismdestinations．Anappropriatepositioningisthekeytosuccessfuldestinationbranding．Sincepositioningbasedonadestination’sfunctionalattributesmakesthemeasilysubstitutable，destinationpersonalityhasbeenregardedasaviablemetaphorofdestinationbrandpositioning．However，fewstudieshavepaidattentiontothisissueuptonow．

Inviewoftheabove，theprimaryobjectiveofthisarticleistoexaminehowtopositiontourismdestinationbrandsdifferentiallybyusingbrandpersonality．Moreconcretelyspeaking，onthebasisoftheinvestigationsonthreescenicspots，i．e．，WestLake，XixiNationalWetlandParkandtheGrandCanal-Hangzhou，whicharelocatedinthesameregionandhavesimilartouristattributesinHangzhou，weaimtoextendresearchonbothbrandpersonalityanddestinationbrandpositioningbyaddressingthefollowingresearchquestions：Isthereanydifferenceamongdifferentdestinations’projectedandperceivedbrandpersonality？Isthereanydifferencebetweenadestination’sprojectedandperceivedbrandpersonality？Howcanadestinationdevelopdistinctivebrandpositioningbytakingintoaccountitsownresources，touristperceptionandcompetitors’brandpersonality？

Thestudyisbasedonaconcurrent，two-studydesignwherebothqualitativeandquantitativedataarecollectedandanalyzedseparately．Thequalitativestudyincludesthecollectionandcontentanalysisofthreescenicspots’brandpromotingslogans，withtheaimprobingintotheprojecteddestinationbrandpersonality．Thequantitativestudyisasurveyinstrumentdesignedtocapturetheperceiveddestinationbrandpersonality．Aquestionnairesurveywasdevelopedbasedonpreviousresearchonbrandpersonalitydimensionsfordatacollection．Anexploratoryfactoranalysismethodwasusedtoanalyzethedata．

Thefindingsrevealthattherearesimilaritiesamongtheabovethreedestinations’projectedbrandpersonalityontheonehand，andthattherearesignificantdifferencesamongtheirperceivedbrandpersonalityontheotherhand．Asfarasthecongruencebetweeneachdestination’sprojectedbrandpersonalityandperceivedbrandpersonalityisconcerned，thethreedestinationsaredifferentfromoneanother．Ofallthethreetourismdestinations，WestLakeisthemostoutstandingintermsofthecongruencebetweentheprojectedbrandpersonalityandperceivedbrandpersonality，followedbyXixiNationalWetlandParkandtheGrandCanal-Hangzhou．Basedupontheabove-mentionedresults，suggestionsareputforwardtohelpthethreedestinationstopositiontheirbrands．

Thefindingshelpdestinationmarketingorganizationstodevelopeffectivebrandpositioningstrategies．Ourresearchrevealsthatinordertogainsuccessfulbrandpositioningdestinationsshouldnotlimitthemselvestoonlyhighlightingtheiradvantageousresources．Touristperceptionandcomparisonwithcompetitorsarealsoimportantfactorsthatshouldbeconsidered．Thelimitationsofthisstudyincludesmallsamplesizes，lackofaccesstopromotionalmaterialsotherthanslogansandunavailabilityofsurveysfrompotentialtourists，thusmoreresearchisneededinthefuture．

Keywords：tourismdestination；destinationbrand；brandpersonality；brandpositioning

［责任编辑：魏云洁；责任校对：吴巧红］

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