旅游目的地品牌基因选择的三力模型构建

doi:10.13959/j.issn.1003-2398.2021.06.016

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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.

Key words： representativeness attractiveness competitiveness tourism destination brand DNA model construction

Received: 18 January 2021

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F902

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	ZOU Tong-qian
	HUANG Xin
	HAN Quan
	LV Min

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ZOU Tong-qian,HUANG Xin,HAN Quan等. THE CONSTRUCTION OF RAC MODEL FOR BRAND DNA SELECTION OF TOURISM DESTINATION[J]. HUMAN GEOGRAPHY, 2021, 36(6): 147-156.

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2021.06.016 OR http://rwdl.xisu.edu.cn/EN/Y2021/V36/I6/147

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