Managing destination brands: establishing a theoretical foundation
Managing destination brands: establishing a theoretical foundation
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管理目的地品牌：建立理论基础
DOI：
10.1362/026725709x410052
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发表时间：
2009
影响因子：
4.4
通讯作者：
G. Hankinson
中科院分区：
文献类型：
--
作者：
G. Hankinson
文献中普遍认为，将场所作为品牌进行营销需要“特殊类型的营销”（Ashworth 1993，第 648 页）。但是，虽然地方营销固有的问题已有充分记录（例如，参见 Karavatzis 和 Ashworth 2005），但人们很少关注目的地品牌理论的发展，该理论可用于指导目的地品牌管理者并构成未来研究的基础。通过对 20 个目的地营销组织的高级管理人员进行 25 次深度访谈，对文献综述的结论与从业者的经验 (Churchill 1979) 进行了检验。成功的目的地品牌塑造的五个关键前提是：利益相关者伙伴关系、品牌领导力、部门协调、品牌传播和品牌文化。还确定了两个关键的中介因素：品牌现实和品牌架构。讨论了这些发现的管理意义。
There is general agreement in the literature that the marketing of places as brands requires “a special type of marketing” (Ashworth 1993, p. 648). But while the problems inherent in place marketing are well documented (see for example Karavatzis and Ashworth 2005) very little attention has been given to the development of a theory of destination branding which can be used to guide destination brand managers and form the basis of future research. The conclusions from a review of the literature are tested against the experiences of practitioners (Churchill 1979) by means of 25 depth interviews with Senior Managers in 20 Destination Marketing Organisations. Five critical antecedents of successful destination branding are identified: stakeholder partnerships, brand leadership, departmental coordination, brand communications and brand culture. Two key mediating factors are also identified: brand reality and brand architecture. The managerial implications of these findings are discussed.