旅游营销和品牌塑造中的多层空间类别

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2024-02-02 DOI:10.1016/j.jdmm.2024.100867
Tommi Inkinen , Maria Heikkonen , Teemu Makkonen , Simo Rautiainen
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引用次数: 0

摘要

本文探讨了空间单位在在线旅游营销和品牌塑造中的作用和意义。分析以不同的区域类型作为分类单位,用于理解和分析旅游网站的定量和定性属性。本研究将四种不同的区域分类方法结合到一个空间框架中,使在线旅游数据的属性系统化。研究通过收集芬兰各城市的数据来解决研究问题,重点关注在线旅游营销网站。结果表明,与小城市、农村地区和不太热门的旅游地区相比,大城市、城市地区和热门旅游地区对在线旅游营销和品牌建设的投入更大。靠近大城市地区的农村市镇在调查变量中得分较低,这表明它们依靠靠近城市地区来进行在线旅游营销和品牌推广。虽然这很可能是一种优势,但数据中对独特营销工具(徽标、标语、地点亮点和兴趣热点)的使用相对有限。本文最后强调,在旅游管理中,尤其是对于较小的城市而言,需要采取战略性的综合方法、与利益相关方合作、创造力和创新方法。
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Multilayered spatial categories in tourism marketing and branding

This paper explores the role and significance of spatial units in online tourism marketing and branding. The analysis is based on the application of different regional typologies as categorization units in understanding and analyzing quantitative and qualitative properties of tourism websites. The study combines four distinct ways of classifying regions into a spatial framework to systematize the properties of online tourism data. The research questions are addressed through data collection from Finnish municipalities, focusing on online tourism marketing websites. Results indicate that large municipalities, urban areas, and popular tourism regions are more invested in online tourism marketing and branding in comparison to smaller municipalities, rural areas, and less popular tourism regions. Rural municipalities locating close to large urban areas have low scores in the investigated variables, suggesting that they rely on their proximity to urban areas for online tourism marketing and branding. While likely advantageous, the use of distinct marketing tools (logos, slogans, locational highlights, and interest hotspots) is relatively limited in the data. The paper concludes by stressing the need for strategic and comprehensive approaches, collaboration with stakeholders, creativity, and innovative methods in tourism management, particularly for smaller municipalities.

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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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