【作者】 吴小天；

【导师】 李天元；

【作者基本信息】 南开大学 ， 旅游管理， 2013， 博士

【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。更多还原

【Abstract】 On entering the21st century, the tourism destination image is gradually becoming much more significant in terms of enhancing the tourism destination competitiveness. Accordingly, the branding governance on the tourism destination whose aim is to build a positive and attractive tourism destination image has been an important field of the management and marketing on the tourism destination.The State Council of the People’s Republic of China defined tourism to be the strategic pillar industry in the several opinions of the State Council about reinforcing the development of tourism, which was issued in2009, and it was obvious that the document highlighted the importance of tourism in the national economy. In fact, Tourism destination, as we all know, is the carrier of tourism activity. The positive and unique tourism destination image is not only a key factor of enhancing the tourism destination competitiveness, but also a valuable tool for its international marketing. Thus, the branding governance on the tourism destination plays a crucial role in China tourism industry.The successful experiences of the branding governance on the tourism destination demonstrate that the government should plays a significant part in this field, however, this issue hasn’t been concerned and addressed by the academia. Therefore, this dissertation explores what responsibilities the government should undertake during the process of the branding governance on the tourism destination with the government role as point-cut and also further studies how to perform such kinds of responsibilities.In the context of the branding governance on the tourism destination, government factually refers to tourism administrative institutions. The objective, the concerns, the thoughts, the approaches and the conclusions of this research follow as: the objective of the study is to define the role of the tourism administrative institution during the process of the branding governance on the tourism destination. And the concrete concerns of the study refer to:(1) the nature of tourism destination image as one kind of public goods and correspondingly what impacts this nature will exert on the branding governance on the tourism destination;(2) the objective, nature, participants, and tasks of the branding governance on tourism destination;(3) the pattern of the branding governance network on tourism destination;(4) the role definition of the tourism administrative institutions in the branding governance on the tourism destination.This study consists of two parts---theory research and empirical research. The path of theory research is:First, analyzing systematically the relevant literatures at home and abroad, afterwards, illustrating the objective, the nature, the participants and related tasks; constructing the branding governance network on the tourism destination; defining the role of the tourism administrative institutions in the branding governance on tourism destination and deducing the role definition model. The path of empirical research is testifying the theory of the role definition model of the tourism administrative institutions and of the branding governance network on the tourism destination with the case of hospitable Shandong province as the case research.Applied research approaches of the study mainly refer to-literature research method, Delphi method, questionnaire survey, statistical analysis method, historical comparative method.The chief conclusions of the study includes:as the tourism destination image possesses the nature of public goods, to build a tourism destination image should be based on the thought of the branding governance on the tourism destination; tourism administrative institutions should play a significant role on this issue for the branding governance on the tourism destination lies in the field of the leading governance of the government; the participants of the branding governance on the tourism destination involve the tourism administrative institutions, tourism business sectors, local residents, and other organizations, institutions and individuals, and these participants should strive together to perform duties of the branding governance through a governance network of all involvements; the branding governance on the tourism destination refers to two kinds of works which,on the one side, are to build and to maintain the governance network,on the other side, to market the tourism destination; the tourism administrative institutions should play a dominant role in building and maintaining the governance network, and define their different roles like suppliers and planers in the six parts of the marketing of the tourism destination.There are three possible innovative contributions:the first is the mechanism of the branding governance on the tourism destination, the second is the network of the branding governance on the tourism destination with tourism administrative institutions as the core member, and the third is the role definition model of the tourism administrative institutions in the branding governance on the tourism destination.更多还原