旅游目的地品牌识别——斯洛文尼亚案例外文翻译(可编辑)

旅游目的地品牌识别——斯洛文尼亚案例外文翻译

外文翻译

Tourism destination brand identity: The case of Slovenia

Material Sourece: Journal of Brand Management Author: Maja Konecnik

INTRODUCTION

The research line of tourism destination brands is merely in its infancy. Despite earlier scepticism about transferring the brand concept to the tourism destination context, that concept has definitely attracted the interest of tourism destination researchers and practitioners of late. Although destination branding appears to be one of the newest research areas, the topic has been partly covered under the alternative label of destination image studies, which has been a subject of investigation for more than 30 years. Ritchie and Ritchie, however, stated that the development of a coherent and commonly accepted framework is essential for using branding theory in a tourism destination context.

Although a tourism destination can be branded, considerable care should be taken in the transfer of branding principles to a tourism destination context. Because its application without sensitive inclusion and consideration of the significance of public space may result in a

commercial orientation, which runs the risk of spoiling the identity characteristics such as social relationships, history and geography and by extension may destroy an area’s sense of place. In turn, within a global context place identity can contribute importantly, to the creation and sustenance of a distinctive competitive edge. Raising awareness of the historical nature of the concept of culture in relation to the ‘extraordinary’, hat tourists are in a search for, is relevant in the processes of identity formation at both global and local levels. Therefore, it is essential that the development of a tourism destination brand should adhere to a coherent theoretical framework and be jointly supported by its stakeholders.

BRAND IDENTITY

Recently, much attention has been devoted in the business and management literature to the concept of brand identity. Although various authors have been unable to accept a common definition they do share a common opinion, namely that brand identity development is a theoretical concept best understood from the supply-side perspective. Kapferer p.71 provides a very simple and clear explanation to gain an understanding of brand identity that underscores the significance of the supply-side perspective on the brand concept: ‘before knowing how we are perceived, we must know who we are’. According to his explanation, the tour ist destination, rather than the consumer, should define both its brand and