西安入境旅游品牌意象特征研究.pdf

人文地理 2011 年第3 期总第119 期 文章编号： （ ） 1003-2398 2011 03-0135-07 西安入境旅游品牌意象特征研究 白 凯1,2 1.陕西师范大学旅游与环境学院 西安710062 2.北京大学光华管理学院 北京 100871 （ ， ； ， ） A RESEARCH ON CHARACTERISTICS OF INBOUND TOURISM BRAND IMAGE IN XI AN BAI Kai1,2 ( 1.School of Tourism and Environment; Shaanxi Normal University ; Xi an 710062, China; ， ， 2.Guanghua School of Manag ement Peking University Beij ing 100871, China) Abstract: Brand image is an essential part of a powerful brand. A strong brand can differentiate a product/ser- vice from its competitors. For consumers, strong brands reduce search costs, minimize perceived risks, indi- cate high quality, and satisfy consumers functional and emotional needs. A number of theoretical frameworks exist to understand brands, brand image, brand building and brand management. Despite the significant im- portance of brand image in all of these frameworks, much ambiguity exists as to its relationship with destina- tion image and destination brand. The idea of branding a destination is a relatively new one and the academic investigation of such a process is still in its infancy. Although the words brand, branding and destination image have already appeared in many academic studies and industry conferences, no apparent effort has been made to distinguish between destination image and destination branding. The author tries to stimulate think- ing on destination branding to outline