Country and destination image – different or similar image concepts?
Country and destination image – different or similar image concepts?
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DOI：
10.1080/02642060500092147
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发表时间：
2005-06
期刊：
影响因子：
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通讯作者：
L. Mossberg;I. Kleppe
中科院分区：
文献类型：
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作者：
L. Mossberg;I. Kleppe
国家形象和目的地形象作为两个平行的研究轨道存在，几乎没有交叉引用，尽管这两个概念涉及几乎相同的应用营销领域，即出口产品到国际消费市场。本文旨在确定国家形象和目的地形象如何指代相同的形象对象。与国家形象相关的概念被组织在一个分层的框架中，国家形象被视为与产品相关的形象概念的形象池。类似地，目的地形象可以被看作是不同地理单元的伞式概念，可以在垂直框架中组织。通过将这两个框架结合起来，我们认为这两个概念在所指对象方面有很大的重叠。
Country Image and Destination Image exist as two parallel research tracks with almost no cross-references although the concepts refers to nearly the same area of applied marketing, namely export products to international consumer markets. This paper aims to determine how country image and destination image refer to the same image objects. Concepts related to country image are organised in a hierarchical framework where country image is seen as an image pool for product-related image concepts. Similarly destination image can be seen as an umbrella concept for different geographical units, which can be organised in a vertical framework. By combining these two frameworks we claim that there is substantial overlap between the two concepts with regard to the objects they refer to.