Abstract:Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.
Keywords: Destination branding; Consumer-based brand equity; Short breaks;


摘要：本文的目的是在個別游客對一個度假勝地的看法的基礎上，對競爭的旅游目的地相對吸引力進行評估。通過利用個別游客對所獲得的旅游福祉的感覺，我們間接評估旅游區(qū)的競爭能力，以提供一個復合旅游景點的具有多少的吸引力。這里所采用的方法是使用個人問卷調(diào)查：以一個特定地區(qū)（即“區(qū)域旅游形象”）為基礎，調(diào)查游客對旅游設施和屬性的質(zhì)量的評價，從而構建一個這一地區(qū)的相對吸引力總體的表達。利用各種多層面的統(tǒng)計技術來估計意大利南部地區(qū)的競爭吸引力是可推行的。我們也將我們的調(diào)查結(jié)果同一些有關旅游競爭力值的定量結(jié)果進行比較，這一定量結(jié)果來自于先前相關的關于意大利地區(qū)旅游競爭力的研究。最后，這篇論文強調(diào)了必須利用微觀和宏觀數(shù)據(jù)來分析的旅游吸引力，并確定政策，提高區(qū)域旅游競爭力。
關鍵詞：旅游吸引力 旅游競爭力 資源基礎觀 多屬性效用 主要成分分析