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| A REVIEW ON TOURISM DESTINATION BRAND ABROAD |
| GUO Yong-rui1, TAO Li1, FENG Bin2 |
1. College of Business Administration and Tourism Management, Yunnan University, Kunming 650091, China;
2. Department of History and Tourism Management, Zunyi Normal College, Zunyi 563002, China |
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Abstract Tourism destination branding is a hot spot issue in recent years. Branding has become one of the most powerful tools in destination marketing strategy. This paper makes an analysis of relevant literatures regarding the tourism destination brand. The authors identify 89 destination branding publications which published between 1998 and 2010. Next, these publications were categorized as conceptual connotation of tourism destination brand, the importance of tourism destination brand; the challenge of tourism destination brand; the model of destination branding; destination brand positions; destination brand image; destination brand personality; destination brand equity; destination brand Strategic Development. This paper finds that studies of destination branding draw their inspiration from the general marketing literature because the concept of branding can be extended successfully to both tangible and intangible elements. The transference and use of branding in tourism in part of this larger process, but the applicability of the marketing approach to destination branding has to be questioned because of the unique characteristics of tourism settings. Several researchers attempted to conceptualize destination brand similar to the drivers of brand equity in general marketing, such as brand personality, brand value, and brand essence, It means that the trend toward a more systematic approach at the conceptual level regarding what a destination brand comprises by including distinctive components has begun. Finally, the authors make a brief analysis of the limitation of the study of foreign literature in this area and look into the possible development orientation in future in the hope of providing references and enlightenment for domestic relevant studies. It is important that there are four potential research gaps warranting attention by researchers including the scientific organizational structure and management system for tourism destination brand management; measurement of destination brand equity effectiveness over time and exploration the dynamic model and growth mechanics of brand equity; the application of brand relationship in destination domain; destination brand umbrella strategies.
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Received: 12 October 2010
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2011, Vol. 26 
