旅游目的地品牌基因选择的三力模型构建

邹统钎; 黄鑫; 韩全; 吕敏

doi:10.13959/j.issn.1003-2398.2021.06.016

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人文地理 ›› 2021, Vol. 36 ›› Issue (6) : 147-156. DOI: 10.13959/j.issn.1003-2398.2021.06.016

旅游

旅游目的地品牌基因选择的三力模型构建

邹统钎, 黄鑫, 韩全, 吕敏

作者信息 +

THE CONSTRUCTION OF RAC MODEL FOR BRAND DNA SELECTION OF TOURISM DESTINATION

ZOU Tong-qian, HUANG Xin, HAN Quan, LV Min

Author information +

文章历史 +

摘要

旅游目的地竞争已从资源竞争转向品牌竞争。针对当前旅游品牌实践没有价值命题、同质性强等问题，本研究在批判继承现有战略管理、旅游目的地品牌战略等相关理论的基础上，从目的地、客源地、竞争性目的地三个维度，构建了目的地代表力、客源地吸引力、竞争性目的地竞争力的旅游目的地品牌基因筛选的三力（RAC）模型。其中，代表力包括原生性、唯一性、真实性；吸引力包括价值性、自然环境和生活方式差异性、地方依恋性；竞争力包括稀缺性、不可模仿性、难以替代性。旅游目的地品牌基因筛选的三力（RAC）模型将为旅游目的地品牌基因筛选提供完整、详细、具有可操作性且可以广泛应用的定量分析工具，有助于解决当下目的地品牌营销缺乏理论依据问题，能够指导旅游目的地管理机构的品牌建设实践。

Abstract

Tourism destination competition has shifted from resource competition to brand competition. However, the current situation of brand construction of most tourist destination brands in the world is worrying. There are problems in genetic screening of destination brands, which often mechanically fall into the dilemma of text games. Researchers' structured measurement options for the destination image setting are relatively single, which often only focus on the destination itself or the attention of consumers, and are unable to fully explore the genetic characteristics of the destination brand. Based on the inheritance of existing brand management, tourism brand strategy and other related theories, the present paper explores a RAC model of representativeness, attractiveness and competitiveness. The representativeness, which comes from the destination itself, is the most essential characteristic of the tourist destination, including origin, uniqueness, authenticity; attractiveness, affected by the tourist source market, is the driver to travel to the destination, including value, natural environment and lifestyle differences, local attachment; determined by the market development, competitiveness is the key to the destination in the fierce tourism market, including scarcity, imitative and difficult substitution. The indicators of representativeness, attractiveness and competitiveness are excellent genetic elements should be fully covered in the selection of brand genes. The resource combination on behalf of the authenticity of destination elements, local attachment to the destination, competitiveness difficult to imitate is the sustainable development of the "iceberg base" for the destination in the turbulent tourism market.

导出引用

邹统钎, 黄鑫, 韩全, 吕敏. 旅游目的地品牌基因选择的三力模型构建[J]. 人文地理. 2021, 36(6): 147-156 https://doi.org/10.13959/j.issn.1003-2398.2021.06.016

ZOU Tong-qian, HUANG Xin, HAN Quan, LV Min. THE CONSTRUCTION OF RAC MODEL FOR BRAND DNA SELECTION OF TOURISM DESTINATION[J]. HUMAN GEOGRAPHY. 2021, 36(6): 147-156 https://doi.org/10.13959/j.issn.1003-2398.2021.06.016

中图分类号： F902

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