旅游目的地品牌識(shí)別——斯洛文尼亞案例【外文翻譯】

1、外文翻譯外文翻譯原文Tourismdestinationbridentity:ThecaseofSloveniaMaterialSourece:JournalofBrManagementAuth:MajaKonecnikINTRODUCTIONTheresearchlineoftourismdestinationbrsismerelyinitsinfancy.Despiteearlierscepticismabouttransferri

2、ngthebrconcepttothetourismdestinationcontextthatconcepthasdefinitelyattractedtheinterestoftourismdestinationresearcherspractitionersoflate.Althoughdestinationbringappearstobeoneofthenewestresearchareasthetopichasbeenpart

3、lycoveredunderthealternativelabelofdestinationimagestudieswhichhasbeenasubjectofinvestigationfmethan30years.RitchieRitchiehoweverstatedthatthedevelopmentofacoherentcommonlyacceptedframewkisessentialfusingbringtheyinatour

4、ismdestinationcontext.Althoughatourismdestinationcanbebredconsiderablecareshouldbetakeninthetransferofbringprinciplestoatourismdestinationcontext.Becauseitsapplicationwithoutsensitiveinclusionconsiderationofthesignifican

5、ceofpublicspacemayresultinacommercialientationwhichrunstheriskofspoilingtheidentityacteristicssuchassocialrelationshipshistygeographybyextensionmaydestroyanarea’ssenseofplace.Inturnwithinaglobalcontextplaceidentitycancon

6、tributeimptantlytothecreationsustenanceofadistinctivecompetitiveedge.Raisingawarenessofthehisticalnatureoftheconceptofcultureinrelationtothe‘extradinary’hattouristsareinasearchfisrelevantintheprocessesofidentityfmationat

7、bothgloballocallevels.Therefeitisessentialthatthedevelopmentofatourismdestinationbrshouldadheretoacoherenttheeticalframewkbejointlysupptedbyitsstakeholders.BRIDENTITYRecentlymuchattentionhasbeendevotedinthebusinessmanage

8、mentliteraturetotheconceptofbridentity.Althoughvariousauthshavebeenunabletoacceptacommondefinitiontheydoshareacommonopinionnamelythatbridentitydevelopmentisatheeticalconceptbestunderstoodfromthesupplydecisionmakerstheirc

9、patecultureshouldhaveasignificantinfluenceonthedestination’sbrstrategy.Inpracticaltermsitimpliesthatadestinationbridentitystrategyshouldnotpromisewhatadestinationcannotwillnotdeliver.TOURISMDESTINATIONBRIDENTITYFRAMEWKTh

10、isimpliesthattheresearchthatcombinesthemarketingliterature(focusingmostlyonthebrconcept)withthetourismliterature(focusingprimarilyonadestination’simage)isstillinitsinfancy.Themostcomprehensiverecentwktodateintheliteratur

11、ethatclearlyhighlightsthedifferencebetweentheimagefmationprocessbringwaspublishedbyCai.Thisobservationissignificantbecauseimagefmationisnotsynonymouswithbringalbeitthatthefmerconstitutestheceofthelatter.Imagebuildingcome

12、sonestepcloserbutitlacksacriticallinknamelywithbridentity.ByunderscingthesignificanceofthebridentityconceptatthedestinationlevelCai’swkidentifiedthemaintheeticalweaknessesofdestinationbrstudiesdrivenbyacustomercentricper

13、spective.AlsoCaiproposedaconceptualmodelofdestinationbringthatcentresonbuildingadestinationidentitythroughspreadingactivationthey.Thelatterresultsfromalogicofdynamiclinkagesthatresultsfromtheactivationofthebrelementmixsu

14、bsequentimagebuildingbrassociationsmarketingactivities.Anotheradvantageofthemodelisthatitrecognisesthatimage‘a(chǎn)sprojectedbythedestinationmanagementganization’.Accdinglyitshouldbepossibletoassessthegapbetweentheperceivedth

15、eprojectedimage.Theassessmentprovidesanappropriateinputfbuildingthedesiredimagethatisconsistentwiththebridentity‘ganizessocialhisticalculturalnaturalelementsintoastreamofimpressions’.WithinCai’smodelofdestinationbringthe

16、marketingfunction’sroleisemphasisedwhilethemodeldoesnotgointodetailonhowtobuilddevelopabridentityfaspecificdestination.Thetourismdestinationbridentitysystemrepresentstheprocessofdevelopingadestinationbridentitywhichincpa

17、tesrelevantlocalculturalacteristics.AsAakerJoachimsthalersuggestedadestinationbridentityshouldinclude6–12suchdimensionsindertoadequatelydescribetheaspirationsofaparticularbr.Atleastoneofthesedimensionsmustdifferentiateth

18、etourismdestinationfromcompetingdestinations.AlthoughthesedimensionscanvaryfromonedestinationtoanothertheycanbesummarisedbyfourbracteristicstopersuadetouriststovisitSloveniainsteadofotherdestinations.Thesearethebrasaprod