顾客的品牌资产为目的地英文文献及翻译 第4页
Unlike the many scientific contributions covering the theme of product brands, the research line of destination brands is merely in its infancy (Cai 2002). Although this branding appears to be one of the newest research areas (Cai 2002; Morgan and Pritchard 2002), the topic has been partly covered under the alternative label of destination image studies (Ritchie and Ritchie 1998), which have been investigated for more than 30 years (Baloglu and McCleary 1999; Crompton 1979; Echtner and Ritchie 1993; Gallarza, Gil and Calderon 2002; Gartner 1986, 1989, 1993; Hunt 1975; Phelps 1986). However, as Ritchie and Ritchie (1998) stated, the development of a coherent and commonly accepted framework is essential for using branding theory for destinations. According to Cai (2002), a major disadvantage of previous image studies is their inability to distinguish between the image and branding functions. Cai highlights the difference: ‘‘image formation is not branding, albeit the former constitutes the core of the latter. Image building is one step closer, but there still remains a critical missing link: the brand identity’’ (2002:722).
As destination branding becomes a fairly active area of research, the question remains as to whether already accepted branding principles can be transferred to destinations. A similar debate is also ongoing about the extent to which principles traditionally developed for product brands, can apply to service and corporate ones. In comparing products and services, de Chernatony and Dall’Olmo Riley (1999) concluded that the concept of a brand is similar for both, although different dimensions of branding strategy may be emphasized. Therefore, destination characteristics should be investigated before applying branding principles.
This paper is concerned with exploring the dimensions of the customer- based brand equity of a destination. Four proposed dimensions—awareness, image, quality, and loyalty—were identified, measured, and tested. While some may argue that the concepts of awareness, quality, and loyalty are inherent in the image dimension, statistically isolating them calls for a refinement of image research. Although dimensions are arguably contained within image, if the fullconcept of equity for 原文请找腾讯752018766辣.文"论'文,网
http://www.751com.cn is relevant to ask whether a destination’s image as a single measure brand equity represents the most vital element in destination evaluation. Alternatively, the question is whether the image concept studied in the last three decades also encompasses other branding dimensions which can be identified and measured.
Slovenia is a relatively new country, having declared its independence in 1991 from the former Yugoslavia. Since then, it has worked to establish itself within the European Union network and in 2004 attained membership in the EU. Prior to independence, Slovenia was popular with foreign tourists, primarily from Germany and Austria. It is today again popular with Germans, who comprised its largest foreign tourist market in 2003. From the country’s independence to date, only two studies have been completed investigating its value as a destination for foreign markets. One, providing some image perceptions from German and Croatian markets, was used to help identify the dimension variables in this study (Konecnik 2006).
Slovenia is now in an enviable position. Being a relatively new country, it has not had time to build or erode much brand value. It could eventually exemplify how systematic development can enhance brand value. For developing the brand Slovenia, some performance measures for different dimensions are needed. In combination with a clear identity, these would provide the basis for marketing strategies for foreign markets. It would then be possible to more effectively allocate the limited annual budget for promoting it to outsiders.上一页 [1] [2] [3] [4]
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