旅游目的地品牌化治理中的政府角色定位研究

发布时间：2018-01-11 05:17

本文关键词：旅游目的地品牌化治理中的政府角色定位研究　出处：《南开大学》2013年博士论文　论文类型：学位论文

【摘要】：进入21世纪之后,旅游目的地形象对于提升旅游目的地竞争力的意义日益明显。以塑造积极、鲜明、有吸引力的旅游目的地形象为目标的旅游目的地品牌化治理工作相应成为旅游目的地管理和营销工作的重心之一。中华人民共和国国务院于2009年在《国务院关于加快旅游业发展的若干意见》中将旅游业定位为战略性支柱产业,凸显了旅游业在我国国民经济发展中的重要性。旅游业发展以旅游目的地为载体,积极、鲜明的旅游目的地形象不仅是提升旅游目的地竞争力的重要影响因素,也是我国旅游目的地向国际旅游市场开展营销的重要工具。因此,旅游目的地品牌化治理对于我国旅游业的发展也具有重要的意义。旅游目的地品牌化治理的成功经验显示,政府应在治理中扮演重要的角色。但这一问题尚未受到学术界的重视。本研究以政府角色为切入点,探讨政府在旅游目的地品牌化治理中应开展的工作,尝试解答旅游目的地品牌化治理“怎么做”这一问题。在旅游目的地品牌化治理的语境下,“政府”实为旅游行政机构。本研究的目标、问题、思路、方法及结论如下：本研究以确定旅游行政机构在旅游目的地品牌化治理中所应扮演的角色为主要研究目标,所研究的主要问题包括：第一,旅游目的地形象的公共物品属性以及这一属性对旅游目的地品牌化治理工作产生的影响；第二,旅游目的地品牌化治理的目标、性质、参与者、所包含的工作等；第三,旅游目的地品牌化治理网络的形态。第四,旅游行政机构在旅游目的地品牌化治理中的角色定位。本研究分为两个部分,理论研究和实证研究。理论研究的思路是：在对国内外相关文献进行系统的梳理和分析的基础上,解析旅游目的地品牌化治理的目标、性质、参与者及所包含的工作；构建旅游目的地品牌化治理网络；提出旅游行政机构在旅游目的地品牌化治理中应扮演的角色并归纳其角色定位模式。实证研究的思路是：以“好客山东”为案例对理论研究部分所提出的旅游目的地品牌化治理网络和旅游行政机构的角色定位模式进行验证。本研究所采用的研究方法主要包括：文献研究法、德尔菲法、问卷调查法、统计分析方法、历史—比较研究法。研究的主要结论包括：旅游目的地形象具有准公共物品的属性,应基于治理的思路开展塑造旅游目的地形象的相关工作；旅游目的地品牌化治理属于政府主导型治理,旅游行政机构应发挥重要作用；旅游目的地品牌化治理的成员包括旅游行政机构、旅游业经营部门、当地居民以及其它组织、机构和个人,在治理成员之间形成了治理网络,共同开展治理工作；旅游目的地品牌化治理包括构建和维护旅游目的地品牌化治理网络以及市场营销两方面的工作；旅游行政机构在构建和维护治理网络的工作中应扮演主导者的角色,在市场营销工作所包含的六个环节中应扮演不同的角色如提供者、安排者等。本研究可能的创新点在于构建了：(1)旅游目的地品牌化治理机制；(2)以旅游行政机构为核心成员的旅游目的地品牌化治理网络；(3)旅游行政机构在旅游目的地品牌化治理中的角色定位模式。
[Abstract]:After entering the 21st century , the tourism destination image is becoming more and more obvious to enhance the competitiveness of tourism destination . The State Council of the People ' s Republic of China , under the State Council ' s Views on Accelerating the Development of Tourism in 2009 , has positioned the tourism industry as a strategic pillar industry , highlighting the importance of tourism in the development of our national economy . Tourism development takes the tourist destination as a carrier , and the image of tourism destination is not only an important factor to improve the competitiveness of tourism destination , but also an important tool for the marketing of our country ' s tourism destination to the international tourism market . Therefore , the brand management of tourism destination is of great significance to the development of the tourism industry in China . The successful experience of the brand management of tourism destination shows that the government should play an important role in the governance . But the problem hasn ' t been paid much attention by the academic community . The research takes the role of the government as the entry point , discusses the government ' s work in the brand management of tourism destination , and tries to answer the question of how to do the brand management of tourism destination . In the context of the brand management of tourism destination , " government " is the tourism administration institution . The objectives , problems , thoughts , methods and conclusions of this study are as follows : The research aims to determine the role of tourism administration in the brand management of tourism destination . The main problems are as follows : First , the public goods attribute of the image of tourism destination and the influence of the attribute on the brand management of tourism destination ; secondly , the goal , the nature , the participants and the work involved in the brand management of tourism destination ; and thirdly , the form of the brand management network of the tourism destination . The fourth , the role of the tourism administration organization in the brand management of tourism destination . This research is divided into two parts , the theoretical research and the empirical research . The idea of the theoretical research is to analyze the target , the nature , the participants and the work involved in the brand management of the tourism destination on the basis of the systematic analysis and analysis of the relevant literatures at home and abroad . The research methods used in this study mainly include : literature research , Delphi method , questionnaire survey , statistical analysis method , history - comparative research method . The main conclusions of the study include that the image of tourism destination has the characteristics of quasi - public goods , and the relevant work for shaping the image of tourism destination should be carried out on the basis of the thought of governance ; the brand management of tourism destination belongs to the government - dominated governance , and the tourism administration institution should play an important role ; the brand management of tourism destination includes the construction and maintenance of the brand management network of tourism destination and marketing ; the tourism administration institution should play a leading role in the construction and maintenance of the governance network , and play different roles in the six links of marketing work , such as provider , arranger and so on . The possible innovation points of this study lie in the construction of : ( 1 ) the mechanism of brand management of tourism destination ; ( 2 ) the brand management network of tourism destination with the core member of the tourism administrative organization ; and ( 3 ) the role model of tourism administration in the brand management of tourism destination .

【学位授予单位】：南开大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F592.7

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