旅游目的地品牌识别斯洛文尼亚案例外文翻译可编辑.docx
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旅游目的地品牌识别斯洛文尼亚案例外文翻译可编辑.docx
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旅游目的地品牌识别斯洛文尼亚案例外文翻译可编辑
旅游目的地品牌识别——斯洛文尼亚案例外文翻译
外文翻译
Tourismdestinationbrandidentity:
ThecaseofSlovenia
MaterialSourece:
JournalofBrandManagementAuthor:
MajaKonecnik
INTRODUCTION
Theresearchlineoftourismdestinationbrandsismerelyinitsinfancy.Despiteearlierscepticismabouttransferringthebrandconcepttothetourismdestinationcontext,thatconcepthasdefinitelyattractedtheinterestoftourismdestinationresearchersandpractitionersoflate.Althoughdestinationbrandingappearstobeoneofthenewestresearchareas,thetopichasbeenpartlycoveredunderthealternativelabelofdestinationimagestudies,whichhasbeenasubjectofinvestigationformorethan30years.RitchieandRitchie,however,statedthatthedevelopmentofacoherentandcommonlyacceptedframeworkisessentialforusingbrandingtheoryinatourismdestinationcontext.
Althoughatourismdestinationcanbebranded,considerablecareshouldbetakeninthetransferofbrandingprinciplestoatourismdestinationcontext.Becauseitsapplicationwithoutsensitiveinclusionandconsiderationofthesignificanceofpublicspacemayresultinacommercialorientation,whichrunstheriskofspoilingtheidentitycharacteristicssuchassocialrelationships,historyandgeographyandbyextensionmaydestroyanarea’ssenseofplace.Inturn,withinaglobalcontextplaceidentitycancontributeimportantly,tothecreationandsustenanceofadistinctivecompetitiveedge.Raisingawarenessofthehistoricalnatureoftheconceptofcultureinrelationtothe‘extraordinary’,hattouristsareinasearchfor,isrelevantintheprocessesofidentityformationatbothglobalandlocallevels.Therefore,itisessentialthatthedevelopmentofatourismdestinationbrandshouldadheretoacoherenttheoreticalframeworkandbejointlysupportedbyitsstakeholders.
BRANDIDENTITY
Recently,muchattentionhasbeendevotedinthebusinessandmanagementliteraturetotheconceptofbrandidentity.Althoughvariousauthorshavebeenunabletoacceptacommondefinitiontheydoshareacommonopinion,namelythatbrandidentitydevelopmentisatheoreticalconceptbestunderstoodfromthesupply-sideperspective.Kapfererp.71providesaverysimpleandclearexplanationtogainanunderstandingofbrandidentitythatunderscoresthesignificanceofthesupply-sideperspectiveonthebrandconcept:
‘beforeknowinghowweareperceived,wemustknowwhoweare’.Accordingtohisexplanation,thetouristdestination,ratherthantheconsumer,shoulddefinebothitsbrandandcontent.Atouristdestinationisacomplexconcept,whichisbasedonamyriadofdifferentproducts,servicesandexperiences;managedbydifferentstake-holderstourismindustrysector,publicsector,government,destinationmanagementorganisation,localswithavarietyofownershipformsandoftenwithoutanappropriatehierarchywithasetofrulesforstakeholderstoadhereto.Withinsuchcontext,abrandidentitycanserveasanetworkpicture,whichdraws,inturnonhistorical,nationalandculturalrelation-shipstodevelopacommonview,whichbecomesthebasisforjointactionfor/oragainstchange.Inthatsense,thesupply-centricperspectiveofbrandidentityissignificantand,amongothers,recognizedbytheInternationalCorporateIdentityGroup,withinthemeaningofcorporateidentityproposedbyInd.
Themultiplerolesofthebrandidentityconceptarereflectedininvestigations.Forexample,Kapferer50introducedahexagonalmodelcalledthebrandidentityprism.Itisbasedonsixcentralcomponents:
physique,personality,culture,relationship,reflectionorimageandself-image.Later,deChernatony’smodeladaptedKapferer’sbrandidentityprism.Inouropinion,AakerandJoachimsthaler’sbrandleadershipmodelissofarthemostsalientoneintheliteratureforthreereasons.First,themodelissystematic.Brandingcaneasilybecomeoverwhelminginthemultitudeofcomponentsandtheoriesthatplayaroleinbrandidentitydevelopment.Therefore,thereisaneedtoprovideguidelinesenablingdecisionmakerstoexamineissuesutilizingathree-phasedstructure:
apre-analysisofstrategicprocesses;atourismdestinationbrandidentitysystemanalysisandapost-brandimplementationprocess.Secondly,themodeliscomprehensive,thatis,itsbrandleadershipmodelunderscoresthesubjectinitsbreadth.Themodelcoversboththestrategicandvisionaryrolesofmanagersratherthanlimitingthediscussiontotheirtacticalandreactiveroles.Itfocusesontheissueofstrategicbrandcontrol,thatis,settingoutwhatabrandshouldstandforfromtheperspectiveofrelevantstakeholders,includingcustomersandsubsequently,communicatingthedesiredcorporateidentityconsistently,efficientlyandeffectively.Thirdly,themodelispragmaticbecauseitrecognizesthatdecisionmakersshouldbeinvolvedinbothformulatingandimplementingthebusinessstrategy.Boththestrategicvisionofthedecisionmakersandtheircorporatecultureshouldhaveasignificantinfluenceonthedestination’sbrandstrategy.Inpracticalterms,itimpliesthatadestinationbrandidentitystrategyshouldnotpromisewhatadestinationcannotorwillnotdeliver.
TOURISMDESTINATIONBRANDIDENTITYFRAMEWORK
Thisimpliesthattheresearchthatcombinesthemarketingliteraturefocusingmostlyonthebrandconceptwiththetourismliteraturefocusingprimarilyonadestination’simageisstillinitsinfancy.Themostcomprehensiveandrecentworktodateintheliteraturethatclearlyhigh-lightsthedifferencebetweentheimage-formationprocessandbrandingwaspublishedbyCai.Thisobservationissignificantbecauseimageformationisnotsynonymouswithbranding,albeitthattheformerconstitutesthecoreofthelatter.Imagebuildingcomesonestepcloserbutitlacksacriticallink,namely,withbrandidentity.Byunderscoringthesignificanceofthebrandidentityconceptatthedestinationlevel,Cai’sworkidentifiedthemaintheoreticalweaknessesofdestinationbrandstudiesdrivenbyacustomer-centricperspective.Also,Caiproposedaconceptualmodelofdestinationbrandingthatcentresonbuildingadestinationidentitythroughspreadingactivationtheory.Thelatterresultsfromalogicofdynamiclink-agesthatresultsfromtheactivationofthebrandelementmix,subsequentimagebuilding,brandassociationsandmarketingactivities.Anotheradvantageofthemodelisthatitrecognisesthatimage,‘asprojectedbythedestinationmanagementorganization’.Accordingly,itshouldbepossibletoassessthegapbetweentheperceivedandtheprojectedimage.Theassessmentprovidesanappropriateinputforbuildingthedesiredimagethatisconsistentwiththebrandidentityand‘organizessocial,historical,culturalandnaturalelementsintoastreamofimpressions’.WithinCai’smodelofdestinationbrandingthemarketingfunction’sroleisemphasised,whilethemodeldoesnotgointodetailonhowtobuildanddevelopabrandidentityforaspecificdestination
Thetourismdestinationbrandidentitysystemrepresentstheprocessofdevelopingadestinationbrandidentity,whichincorporatesrelevantlocalculturalcharacteristics.AsAakerandJoachimsthalersuggested,adestinationbrandidentityshouldinclude6?
12suchdimensionsinordertoadequatelydescribetheaspirationsofaparticularbrand.Atleastoneofthesedimensionsmustdifferentiatethetourismdestinationfromcompetingdestinations.Althoughthesedimensionscanvaryfromonedestinationtoanother,theycanbesummarisedbyfourbrandcharacteristicstopersuadetouriststovisitSloveniainsteadofotherdestinations.Thesearethebrandasaproduct,thebrandasasymbol,thebrandasanorganizationandthebrandasapersonality.Moderntouristswanttoexperience‘asenseofplace’whenvisitingadestination.Therefore,experientialandsymbolicbenefitsplayasimportantroleasfunctionalbenefitsinadestinationbrand’sidentity.
CONCLUSIONS
Intheliterature,theimportanceofthebrandidentityconceptseemstobecommonlyacceptedasanimportantperspectiveonbrandinvestigation.Incontrast,thetourismresearchpublicationshavepaidlittleattentiontothistopic.Thisobservationpresentedamotiveforthepresentpaper,whichprovidestheoreticalunderpinningforthetourismdestinationbrandconceptfromtheowner’sperspective.Onejustificationforthepaperisthatitcomplementspreviousinvestigationsthatapproachedtourismdestinationbrandingfromaperceivedimageperspective.Weunderscoreinourpaper,thepotentialdangerofprescriptions,whichresultfromasingle-mindedtourist-centricperspective.Theidentity-basedapproachoffersacounterperspectivetotourist-drivenmarketing,nthatitaffords‘insiders’theopportunitytoprojecttheirimageofSlovenia’sessenceandwithinsuchcontextexperienceidentity,thatis,toconnectinonewayoranotherwiththeemotionalfeelingsofthehost译文
旅游目的地品牌识别?
?
斯洛文尼亚案例
资料来源:
品牌管理的杂志作者:
玛雅
简介
与许多以产品品牌为主题的科学贡献不同的是(很少的服务和企业品牌),旅游目的地品牌研究路线,只是处于起步阶段。
尽管早些时候人们对品牌概念转移到旅游目的地方面表示怀疑,可晚些时候这一概念已经肯定了旅游目的地,并吸引研究人员和从业者的兴趣。
虽然目的地品牌似乎是最新的研究领域之一,但是该主题已被部分覆盖在关于旅游目的地形象研究的替代标签下,这作为调查对象已超过30年。
然而,里奇和里奇认为一个连贯的和普遍被接受的框架用在旅游目的地方面的品牌理论是至关重要。
虽然旅游目的地可以品牌化,但是品牌原则转移到旅游目的地应采取相当谨慎。
因为它不敏感的包容性和考虑到公共空间意义的应用程序可能会导致商业取向,它运行的扩展名的破坏,如社会关系,历史和地理特征的身份风险,可能会破坏一个地区的地方感。
反过来,在全球范围内进行身份确定可以作出重要贡献,是建立和独特的竞争优势的寄托。
提高对有关历史自然文化概念的“特殊”性质的认识,帽子游客正在搜索的是关系到身份是在全球和地方各级的过程中形成的。
因此,至关重要的是,一个旅游目的地品牌建设应坚持一个连贯的理论框架和共同的利益相关者的支持。
品牌识别
最近,大部分注意力都致力于在商业和管理文学的品牌形象概念。
虽然不同的作者已经无法去接受一个共同的定义,但是他们有一个共同观点,即品牌形象的发展是一个理论上的概念,它最好从供应方的角度理解。
卡普费雷尔(第71页)提供了非常简单和明确的解释以获得一个品牌的形象,突出了从品牌概念的供应方角度来看意义的认识:
“在知道我们是如何去感知之前,我们必须知道我们是谁”。
据他解释,旅游目的地而不是消费者,应同时定义其品牌和内容。
一个旅游目的地是一个复杂的概念,它是基于不同的产品、服务和无数的经验为
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