Promoting Niche Tourism Destination Brands
Promoting Niche Tourism Destination Brands
复制标题
推广小众旅游目的地品牌
DOI：
10.1300/j057v12n01_03
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发表时间：
2005
影响因子：
--
通讯作者：
A. Pritchard
中科院分区：
文献类型：
--
作者：
N. Morgan;A. Pritchard
摘要旅游目的地品牌的推广面临着许多挑战，本文首先简要回顾了目的地品牌管理的背景。创建和推广一个持久的目的地品牌的关键是确定品牌的价值观，将这些价值观转化为适当的情感吸引力的个性，并有针对性地有效推广这一信息。虽然这是困难的，这不是不可能实现的目的地营销，并回顾了品牌管理的一些关键问题，本文探讨了新西兰和威尔士旅游品牌的背景和创建。新西兰旅游局（TNZ）和威尔士旅游局（WTB）最近的举措代表了这两个目的地的首次全球品牌战略，本文探讨了创新推广如何展示景观，人民，文化和旅游活动。文章的结论是，通过有效的营销研究和合作伙伴关系，并利用万维网（WWW）和公共关系的机会，TNZ和WTB正在创建强大的旅游目的地品牌，定位为吸引人的利基球员在今天的全球旅游业。
Abstract Promoting tourism destination brands presents many challenges and this article opens by briefly reviewing the destination brand management context. Critical to the creation and promotion of a durable destination brand is the identification of the brand's values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient promotion of that message. While this is difficult, it is not impossible to achieve in destination marketing, and, having reviewed some of the key issues in brand management, the article explores the context and creation of the New Zealand and Wales tourism brands. The recent initiatives of both Tourism New Zealand (TNZ) and the Wales Tourist Board (WTB) represent the first ever-global branding strategies for both destinations and the article examines how innovative promotion can showcase landscapes, peoples, cultures and tourism activities. The article concludes that through effective marketing research and partnerships, and by harnessing the World Wide Web (WWW) and public relations opportunities, both TNZ and WTB are creating strong travel destination brands, positioned as appealing niche players in today's global tourism industry.