ֻ2जֻ3௹੪Ⴓંฆ୍6ᄅTourismForumJun.,2009[੪Ⴓ൧ӆ࣮]ࠎႿଢѓ൧ӆ֥੪Ⴓଢֹ֥ק໊ଆൔ࣮X高静1,章勇刚2(1.ᆄࡾ࢝ტ࿐ჽݓ࠽۽അܵ࿐ჽ,ᆄࡾݳᇜ310012;2.ᆄࡾ੪Ⴓᆯြ࿐ჽࣵܵ༢,ᆄࡾݳᇜ310000)[ᅋ`ေ]ק໊൞੪Ⴓଢֹ֥ႏཧ֥ᇗᇏᆭᇗbٳ༅ਔݓଽ੪Ⴓଢֹ֥ק໊֥࣮ࠣൌགྷሑ,ᆌؓఃᇏ֥໙ีิԛೂ༯ܴׄ:੪Ⴓଢֹ֥ק໊сྶ൮༵ࠎႿଢѓ൧ӆ,ఃՑҌ൞ࠎႿଢֹ֥หᇉbᄝՎࠎԤഈܒࡹਔࠎႿଢѓ൧ӆ֥੪Ⴓଢֹ֥ק໊ଆൔ,ѩၛཐູۖ২,ฐษਔࠎႿଢѓ൧ӆ֥੪Ⴓଢֹ֥ק໊֥ൌീݖӱb[ܱՍ]ଢѓ൧ӆ;੪Ⴓଢֹ֥ק໊;੪Ⴓଢֹ֥ႏཧ[ᇏٳোݼ]```[໓ངѓ്]A```[໓ᅣщݼ]1674-3784(2009)03-0433-06``20ൗࡀ90୍սၛট,ଢֹ֥ႏཧၘӮູ੪Ⴓܱ࣮ᇏ,၂ུ࿐ᆀᇶေᆌؓଖ۱ࠇଖུऎุଢֹ֥࣮ਵთ၂۱С൳ܱᇿ֥ज़ีbႮႿ੪Ⴓଢֹ֥ሱദ֥֥ק໊ᅚष࣮[2-5],ࡗࢤิ֞ਔଢֹ֥ק໊ླॉ੮ห൹ྟ,ଢֹ֥ႏཧ۽ቔ෮Їݣ֥ଽಸູࠞஔᄖ,o֥ၹ:ሧჷሑঃaࣩᆚሑঃaႳग़ۋᆩሑঃ;Վຓ,Ⴕೂޅಀק໊၂۱੪Ⴓଢֹ֥aೂޅ๙ݖᇅקႵི֥ק࣮ᆀࡼଢֹ֥ק໊ݖӱ߃ٳູ7۱ࢨ؍:¹്љଢ໊ᅞಀൌགྷః੪Ⴓؿᅚ֥ቋն߄ᄹӉ,ᇔ൞ଢ֥ѓ൧ӆࠣԛႳМࣟ;º്љࣩᆚଢֹ֥;»്љགྷႵֹႏཧ࣮ބႏཧ۽ቔ֥ނྏज़ีbp[1]ॖၛඪ,ק໊Ⴓग़ট٠ࠏࠣ࿙֥০ၭ;¼്љದૌؓ۲ଢֹ֥൞ଢֹ֥၂్ႏཧࠃ֥৫ቀ,ׄႵਔૼಒ֥ק໊,Ⴊਜ൝֥ۋᆩ;½്љࣉྛҵၳ߄ק໊֥ࠏ߶;¾Ґଢֹ֥Ҍିಒק࿆Ԯ՜ཧ֥ᇶี,ѩၛՎູࠎԤषᅚ౼ծീܺӞࠏ߶;¿ෛൈࡗ၍ࡓҩק໊ིࠛ[6]bఃஇ߄ᄎb੪Ⴓଢֹ֥෮Ⴕ࿆Ԯ՜ཧࠃ֥षᅚ,ᇏဢ఼טଢֹ֥ק໊ႋھܱᇿഈඍ3۱ၹbсྶކఏটಀࢳaӳౢބ఼߄ଢֹ֥ק໊bᄝݓଽᆰࢤၛoଢֹ֥ק໊pູี֥࣮ԛགྷࢠݓ࠽੪Ⴓြࢸ,๙ݖק໊ࠇᇗྍק໊۽ቔ֥षᅚሇພ,࣮Ӯݔ္٤ӈႵཋ[1,7],۷؟֥࣮൞ၛoଢ֥ଢֹ֥੪Ⴓြؿᅚක൝֥σ২٤ӈ؟b২ೂ,ೋֹྙའק໊pູᇶีᅚष֥,ᆃᄝޓնӱ؇ഈაଢ֥ൖa௮ฤථЧֹaᇏݓཐۖaෳ༆ิ֛aૅݓָֹྙའ࣮षᅚࢠᄪࢠ൳ᇗ൪Ⴕܱ¹bᆃུ࣮նหੰ֩ݓࡅބֹ֥੪Ⴓြग़ჷ֮ᆭൈ,ᄻ๙ݖ؟ᆌؓଖ۱ऎุଢֹ֥ฐษھֹྙའק໊֥ᇶေჰᇗྍק໊۽ቔ֥षᅚӮۿֹሇਔః੪Ⴓြؿᅚ֥ᄵބ၇ऌ[8-12]bᄝק໊ჰᄵٚ૫,࣐ܵऎุ֥іඍྙ൝bႮՎิԛਔ၂༢ਙ٤ӈᇗေ֥໙ี:੪Ⴓଢ֥ൔթᄝҵၳ,ࠎЧഈॖ݂ࢲູ3ׄ:ၛሧჷູࠎԤ;ֹק໊֥ᇶေ၇ऌ൞હ?ႋ࿖ଧུჰᄵ?੪Ⴓଢၛ൧ӆູ֝ཟ;ԛหbଢֹ֥ק໊۽ቔ֥षᅚ္ֹ֥ႋೂޅषᅚק໊۽ቔ?ᆃུᆴ֤ૌധೆනॉၛؓଢֹ֥ሧჷa൧ӆބࣩᆚؓ൭֥ٳ༅ູ၇ऌ,ބ࣮bؓଢֹ֥ሧჷ֥ٳ༅ሹ൞ФᇂႿ൮໊,ቔູק໊֥ᇶ``၂a੪Ⴓଢֹ֥ק໊֥࣮ࠣൌགྷሑေ၇ऌb(၂)੪Ⴓଢֹ֥ק໊֥࣮གྷሑ(ؽ)ଢֹ֥ק໊֥ൌགྷሑº20ൗࡀ80୍սԚ௹ଢֹ֥ק໊໙ีѩໃႄఏದ൳࠻Ⴕંಪ്ᆷ,֝ଢభݓଽଢֹ֥֥ק໊ᇶૌ֥ᇗ൪,ದૌ؟ҐႨҵၳҦ(oTobeallthingsေࡹ৫ᄝؓЧֹሧჷaଢѓ൧ӆބࣩᆚሑঃࣉྛٳ༅toallpeoplep)յᄯಆିଢֹ֥,ҐႨཌྷර֥՜ཧ֥ࠎԤഈbᆃٳљؓႋႿଢֹ֥ק໊֥3ཛჰᄵ,ࠧ൭؍,ط҂ॉ੮൞ڎ߶ؓଢѓ൧ӆӁള་ႄ৯;80୍ၛሧჷູࠎԤaၛ൧ӆູ֝ཟބҵၳ߄bఃᇏ,ؓሧჷսᇏު௹ದૌؓᆃ၂໙ีҌᇯࡶႵ෮ܱᇿbᄝݓຓཌྷX[൬۠ರ௹]2008-11-25[ቔᆀࡥࢺ]ۚ࣡(1981-`),୯,ފଲଲဝದ,ᆄࡾ࢝ტ࿐ჽݓ࠽۽അܵ࿐ჽࢃഽ,Ѱൖ,࣮ٚཟ:੪ႳࠎԤંa੪Ⴓ൧ӆႏཧა੪Ⴓྐ༏ܵ;ᅣႧې(1979-),ଳ,ࡾ༆ڢᇜದ,ᆄࡾ੪Ⴓᆯြ࿐ჽࣵܵ༢ࢃഽ,ණൖ,࣮ٚཟ:੪Ⴓఒြܵa੪Ⴓڛༀႏཧb433
ሑঃ֥ٳ༅๙ӈФቔູଢֹ֥ק໊֥৫ቀ,္ׄࠧྸԛགྷႿܼۡြᇏ,Ⴎૅݓ֥ਆ໊ܼۡࣜದέغc؟੪Ⴓܿ߃໓Чᇏิ֥֞ଢֹ֥oֹ۬pࠇoֹઝaದථ(AlRies)ބࢭक़cหসห(JackTrout)Ⴟ1969୍ઝpٳ༅,ᇶေٳ༅ଢֹ֥֥ሱಖֹหᆘaൎ໓߄ิԛb࣐ܵᄝ੪Ⴓ൧ӆႏཧ࣮ᇏႵܱק໊ᆃ၂ۀหᆘ֩,ՖᇏᅳԛႪ൝ሧჷ;ଢѓ൧ӆٳ༅ၛሧჷٳ֥ษંޓ؟,ؓႿ࣮ࣨહ൞ק໊ഉթᄝྸ؟ᆚ༅ࢲݔູࠎԤ,ᆻᄝᅳԛႳग़ؓଢֹ֥Ⴊ൝ሧჷ֥ಪၰ,Ⴍః൞ᄝק໊࣮ࣨ൞ؓ൧ӆߎ൞ؓྙའ֥ק໊ᆃᆩӱ؇,ၛಒקႨଧᇕሧჷቔູଢֹ֥ק;໊ࣩᆚ၂໙ีഈթᄝᇭ؟ࠈbؓᆃ၂໙ี֥ಪ്ॖၛࢹሑঃٳ༅ಯ൞ࠎႿሧჷٳ༅ࢲݔ,ᆻᄝᅳԛაࣩᆚؓݓଽᇷ࿐ᆀ฿ჭؓ੪Ⴓఒြ൧ӆႏཧᇏק໊ۀ൭ཌྷб,ھֹऎႵ֥หሧჷbଢֹ֥ק໊֥ቋᇔಒ֥ཌྷܱࢳ,ಪ:ູo෮໌ק໊ࣼ൞ఒြࠣఃӁקေሸކॉ੮ഈඍࢲݔ,ෙಖ္ॉ੮ਔଢѓ൧ӆބࣩᄝཨٮᆀྏଢᇏ֥ྙའק໊bp[14]ෙಖᆃ၂ંඍ൞ᆌᆚሑঃ,Ֆᆜ۱ݖӱটु,ଢֹ֥ሧჷҌ൞ଢֹ֥ؓ੪Ⴓఒြ൧ӆႏཧᇏ֥ק໊ۀ,ဢൡႨႿଢק໊֥ᇶေथקၹbᆞၹູೂՎ,ૌӈ߶֞ྸֹ֥ႏཧᇏ֥ק໊ۀb؟ଢֹ֥ၛֹؓ֒ሱಖֹหᆘࠣൎ໓߄หᆘ֥ᄝ֒ࣂൗࢸഈཚႵoଢֹ֥Ѱൖpᆭݼ֥ᇷۀওิቔູЧֹ֥ྙའק໊іඍ,২ೂ,ᄃဝii࿐ᆀථฌ০cஂઌ۬(StanleyPlog)ࠒః30Ⴥ୍֥׳๖฿༯ඣcᄃဝ฿༯;ੌתii၂၂ඣ၂഼ದՖြࣜဒ,ࡼק໊ᆃ၂ۀࢸקູ:oק໊(Position-֩bing)ࣼ൞ಒקଖ၂Ӂࠇڛༀ֥ᇗေᇉ,ՖطିܔॖၛϜᆃᇕଆൔӫູࠎႿሧჷห֥ଢֹ֥קၛႵၩၬ֥ٚൔཟཨٮᆀᅚགྷఃႵљႿࣩᆚӁࠇ໊ଆൔ(ೂ1),࿖ః෮ࣉྛ֥ଢֹ֥ק໊թᄝྸڛༀ֥ห(ଽݣ০ၭ)bࡥֆֹࢃࣼ൞,ؓႿ෮ิ؟໙ีbႮႿྸ؟ଢֹ֥֥ሧჷหཌྷර,ၞ֝ᇁק܂֥۲ᇕ০ၭ,֥ଢѓ൧ӆቋႋহ࠺֥൞ଧ໊ུূb২ೂ,Ⴕ࣮ᆀؓݓଽ253۱ཅࠩၛഈֹᇉbp[15]ᆃ၂קၬ٤ӈֹ໊֞ᆷԛਔଢֹ֥ק໊֥ൌ֥459۱੪Ⴓྙའק໊Սࣉྛਔٳ༅,ؿགྷྸ؟ק໊ᇉ,ࠧק໊෮ಒק֥ଢֹ֥ᇗေᇉؓଢѓ൧ӆطՍ෮ุགྷ֥ሧჷࠇหཌྷ:Ⴕ36۱oඣp,14۱сྶ൞ଖᇕห০ၭboሱಖp,9۱oڄܻp,7۱oүp,Ⴈoޣpaoౝpaሸކഈඍࢳ,ૌॖၛ֤ԛᆃဢ֥ࢲં:ଢ֥oݚpaoݚўp֥۲Ⴕ5۱,4۱Ⴈoඣཔp,3۱Ⴈoඣֹק໊൞ଢֹ֥ᄝ੪Ⴓཨٮᆀྏଢᇏ֥ྙའק໊,p;Ⴕ33۱oളp,27۱oੳp,13۱oപఅp,9۱oപᇶေ൞ᆌؓଢѓ൧ӆ֥ྏಒקؓఃطॖิ܂ଖp,6۱oশથp[13]bᆃဢቓ֥ԚᇓᄝႿԛห,ࢲᇕห০ၭ֥ଢֹ֥ᇗေᇉbݔಏສສ൙ა჻ິbႵ࿐ᆀᄻؓᆃུ໙ีࣉྛਔࢠູ``aࠎႿଢѓ൧ӆ֥ଢֹ֥ק໊ଆൔࣚт֥ሹࢲ,o၂൞Ⴕֹུ֥ٚק໊іඍ෮ّ႘֥රႮଢֹ֥ק໊֥ۀॖၛुԛ,ଢֹ֥ק໊сྶެ൞ھֹྟᇉ֥ק,໊ط٤ቔູଢֹ֥֥ק;໊ؽ൞ࣜݖଢѓ൧ӆ֥ಪॖ,Ӯۿ֥ଢֹ֥ק໊൮༵౼थႿႵֹུ֥ٚק໊ෙಖॉ੮֞ਔଢֹ֥ק໊,ສສ൞ڎି֤֞ଢѓ൧ӆ֥ಪbՎຓ,ೂభ໓෮ඍ,ଢ֥၂఼טھֹሧჷ֥ग़ܴห,طޓഒॉ੮෮ၩრᆚֹק໊ᄝᆜ۱ଢֹ֥ႏཧݖӱᇏᅝႵ٤ӈᇗေֹ֥౼֥ଢѓ൧ӆ൞ڎ߶ؓᆃུหۋྖ౿,ࠇᆀᄝޅᇕ,໊੪Ⴓଢֹ֥෮Ⴕ࿆Ԯ՜ཧࠃ֥षᅚ,сྶӱ؇ഈ߶ؓᆃུหۋྖ౿bp[1]ᆃུ໙ี֥թᄝᇶކఏটಀࢳaӳౢބ఼߄ଢֹ֥ק໊bطᄝ֒ࣂૂေ൞ႮႿದૌؓଢֹ֥ק໊ᆃ၂ۀ֥ಪ്թᄝொุԉԇaྐ༏ٗয֥ႏཧߌᇏ,ᆺႵପུିܔ۳ଢҵbѓ൳ᇙิ܂ଖᇕൌ࠽০ၭ֥ྐ༏Ҍିႄఏૌ֥ܱᇿ,ၹູটሱႿള࿐ބ໓߄ದো࿐֩ਵთ֥࣮ࢲંіૼ:ದૌ෮ܱᇿ֥൞ؓሱ࠭ᇗေ֥ྐ༏bၹՎ,ଢֹ֥ק໊сྶյჰႵ֥නົٚൔ,൮༵ॉ੮ଢѓ൧ӆ֥ླބྖ౿,ࡼק໊൞ڎ్ކଢѓ൧ӆ০ၭቔູ൮ေޙਈѓሙ;ఃՑҌ൞ଢֹ֥ᇉ(ࠧଢֹ֥ሧჷหׄ)b֒ಖ,ѩ҂൞෮Ⴕ֥ଢֹ֥ᇉॖၛႨቔק1`ࠎႿሧჷห֥੪Ⴓଢֹ֥ק໊ଆൔ,໊ߎླေॉ੮ࣩ֞ᆚଢֹ֥֥౦ঃ࿊ᄴପུႵห``ؽaଢֹ֥ק໊֥ۀྟ֥ଢֹ֥ᇉቔູଢֹ֥ק໊bႮՎܒࡹࠎႿଢѓק໊၂ष൞ቔູ၂ᇕႏཧᅞิԛট֥,ቋᄪ൧ӆ֥ଢֹ֥ק໊ଆൔ(ೂ2෮ൕ):൮༵ླေٳ༅ଢֹ֥ᇉ,ѩࢲކࣩᆚଢֹ֥౦ঃᅳԛఃᇏ֥ห434
ᇉ,ಖުࢲކଢѓ൧ӆླބྖ౿ᅳԛఃᇏ֥थקੰၘࣜۡුૌ,ᆃᇕᇂཨٮᆀླႿ҂ܤ֥ቓمᄝྟหᇉ,ၛఃູࠎԤಀഡ࠹ଢֹ֥ק໊bھଆൔݤۂ֒ࣂࣩᆚರϢಣ߄֥൧ӆߌᇏсಖᄥმാϧbਔଢֹ֥ק໊֥3۱ᇶေٚ૫:ࠎႿଢѓ൧ӆ;ࠎႿ(ؽ)ࠎႿଢֹ֥หᇉଢֹ֥หᇉ;ࠎႿҵၳ߄ط٤Ⴊׄbᄝॉ੮ଢѓ൧ӆླ֥ࠎԤഈ,༯၂۱ླေॉ੮֥ၹҌ൞ଢֹ֥ᇉbଢֹ֥ᇉ൞ଢֹ֥ሧჷ֥ग़ܴห,ׄૄ၂۱੪Ⴓଢֹ֥ऎႵଖུٚ૫֥ᇉ,ఃᇏ၂ུඋႿႪ൝ᇉ,ି၂۱੪Ⴓଢֹ֥ሜغ҂,ُႚႵᆃུᇉؓଢֹ֥ק໊ࠇᇗྍק໊۽ቔ֥ඨ০षᅚऎႵ٤ӈᇗေ֥ၩၬbஂઌ۬۴ऌሱ࠭؟୍Ֆ൙੪Ⴓႏཧ۽ቔ֥ࣜဒؓᆃུᇉࣉྛਔٳো2`ࠎႿଢѓ൧ӆ֥੪Ⴓଢֹ֥ק໊ଆൔሹࢲ,ѩ۳ԛਔ၂ٺౢֆ(ೂ3)bᆃٺౢֆ܋ടࠣ12ཛѓሙiiఃᇏඋႿֻ၂Ҫ֥ࠩѓሙ(ࠧቋᇗေ֥ѓ(၂)ࠎႿଢѓ൧ӆଢѓ൧ӆ֥ླაྖ౿൞ଢֹ֥ק໊֥൮ေॉሙ)Ⴕ4ཛ,උႿֻؽҪ֥ࠩѓሙ(ࠧՑࠩᇗေ֥ѓ੮ၹbοᅶථބหসห֥ܴ,ׄק໊ѩ҂൞ᆌؓሙ)Ⴕ8ཛb၂۱੪Ⴓଢֹ֥ႚႵᆃུᇉᄀ؟,ఃקଖ۱Ӂ,ط൞ᆌؓమᄝܤग़֥ྏ,ᄝૌ֥oྏᇆ໊۽ቔ֥षᅚ္ࣼᄀಸၞbಖط,ѩ҂൞෮Ⴕ֥ଢ֥ࢨะpഈԛଖ۱หྟ,఼טమᄝܤग़֥ྏಪb္ֹᇉॖၛႨটቔູଢֹ֥ק໊֥၇ऌ,ᆺႵଢ֥ࣼ൞ඪֹหᇉ,Ҍॖၛቔູଢֹ֥ק໊֥၇ऌbؓႿଖ၂ଢ֥,ק໊сྶࠌᇏమᄝܤग़֥ྏbଢֹ֥ק໊ဢೂՎ,сྶ൮༵ॉ੮ଢѓ൧ӆ൞ڎؓଢֹ֥קֹط,෮ႚႵ֥หᇉສສ҂ᆸ၂ཛbູଢֹ໊֥ۋྖ౿,ࠇᆀᄝޅᇕӱ؇ഈؓఃۋྖ౿bຸႵೂՎཁႿ൧ӆ,ଢֹ֥ႏཧቆᆮсྶၛఃᇏଖ၂ࠇଖࠫཛ,ၛଢֹ֥קູ໊ࠎԤषᅚ֥၂༢ਙႏཧԮѬࠃҌหᇉ(ૌӫఃູoथקྟหᇉp)ູࠎԤಀഡ࠹ק໊ᅞିႄఏଢѓ൧ӆ֥ܱᇿ,ҌିႵ۷؟ࠏ߶Фଢѓ൧ӆ,ᆃၩሢଢֹ֥ႏཧቆᆮླေࣉྛሸކಃޙ,oႵ࠺ᇾbೂݔޭଢѓ൧ӆླ,၂఼טଢֹ֥ሧჷ෮ູႵ෮҂ູp,ၹູᆺႵᄝ෮఼ט֥หᇉޓഒ֥౦ঃ֥ग़ܴห༯,ଢֹ֥ק໊ҌႵॖି౼֤Ӯۿ,఼טᄵ߶ႄఏ,ޓഒॉ੮ଢѓ൧ӆ֥ྖ౿,ᆃဢ֥ק໊ࣼӮਔଢֹ֥o၂ཎ౦჻p֥ק໊b൧ӆࠏᇅ֥ᄎྛܿཨٮᆀ֥ಪᆩࠁཪb၂Ϯ౦ঃ༯,ଢֹ֥ᇉaଢֹ֥หᇉაथקྟหᇉᆀᆭࡗ֥ܱ༢ೂ4෮ൕb3`੪Ⴓଢֹ֥Ⴊ൝ᇉౢֆ435
րਈԛགྷਔնږ༯ࢆbՎՑק໊۽ቔᆞ൞ࠎႿᆃ၂Мࣟᅚष֥b(၂)ٳ༅གྷሑ,߸ሹ໙ีᆃ൞ଢֹ֥ק໊۽ቔֻ֥၂,҄ఃଢ֥൞ေᅳԛ֒భଢֹ֥੪Ⴓြؿᅚݖӱᇏթᄝ֥໙,ีၛьႵᆌؓྟֹषᅚק໊۽ቔbࣼཐۖط,෮૫ਢ֥ᇶေ໙ีЇও:ᄝࣜਔ৵࿃఼୍֥࣑ࠫᄹӉᆭު,ෛሢ1997୍7ᄅ1ರᇏݓ߫گؓཐۖྛᇶಃ,ཐ֥ۖݓ࠽੪Ⴓࢤրਈԛགྷਔਆ໊ඔ֥༯ࢆbޓ؟੪ႳᆀྙӮਔᆃဢ၂ᇕۋत:ᄝᇶಃ၍ࢌᆭభ֥ࠫ۱ᄅᇏ,ཐ֥ۖࣵࣜႏᆀބః੪Ⴓ܂ႋഅ௺ௌਔૌbቔູ၂۱ת༆ٚࢲކaྍࣸࢌ߸֥หଢֹ֥ᆃ၂༵భ੪Ⴓ4`ଢֹ֥ᇉaଢֹ֥หᇉაଢֹ֥ྙའ֥ڿэ,֤ཐۖࠤ్ླေࡹ৫၂ᇕྍ֥ྙའ,ק໊थקྟหᇉᆭࡗ֥ܱ༢ࠤ్ླေၛྍ֥Ⴎಞ੪Ⴓᆀ࣐ॹ߫گট٠b(ؽ)ႏཧט`(`)ࠎႿҵၳ߄ط٤Ⴊׄႏཧטᆻᄝ്љཌྷؓႿࣩᆚᆀطଢֹ֥෮ࣩᆚؓ൭္൞ଢֹ֥ק໊ླေॉ੮֥ᇗေၹႚႵ֥aଢѓ൧ӆۋྖ౿֥หᇉ,ఃࢲݔ൞ଢֹ֥קᆭ၂bӉ௹ၛট,ದૌሹ൞ܛ৫ֹؓଖ۱ଢֹ֥ק໊໊֥ᇶေ၇ऌbॖ๙ݖ۲ᇕט൭؍টൌീ,ఃᇏ໙ࣉྛ࣮,ࠞഒࡼఃᇂႿࣩᆚॿࡏଽ,ᆃᇕቓمթᄝजטҰ൞၂ᇕ٤ӈႵི֥൭؍bᄝ০Ⴈᆃᇕ൭؍ൈ,ޓնಌཊbၹູࠫެીႵଧ۱ଢֹ֥ᆇᆞऽӫห,טҰ໙ज֥ഡ࠹aؿ٢ᇀܱᇗေb໙जഡ࠹сྶᆇᆞ҂ॖูս,Ⴍః൞ᄝಆ౯߄൝႕ཙᆭ༯,ྸ؟ൈॉ੮ଢֹ֥ᇉaଢѓ൧ӆބࣩᆚؓ൭3ᇕၹ,ଢֹ֥ᆭࡗ֥ূ߄ӱ؇҂؎ᄹࡆ,҂ॉ੮ࣩᆚؓ൭ଽಸေ࣐ॖିݤۂଢֹ֥ॖ܂੪Ⴓᆀषᅚ֥۲ᇕࠃ֥ቓمໃ૧Ⴕུငܻ༮κbཌྷбᆭ༯,఼טაࣩᆚଢ(ॖӫᆭູؓଢֹ֥֥૭ඍژ),ѩࣼᆃུٚ૫აଢֹ֥֥љ,ࠧሱദ֥აᇙ҂ᆭԩ,҂ാູ၂ᇕ٤ֹ֥ᇶေ֥ࣩᆚؓ൭ࣉྛбࢠ,෮ႵܱႿଢֹ֥֥૭ӈૼᇆ֥ቓمbᆃ္൞ק໊ંԷದථބหসหඍژᆺൡႨႿଢ֥,ֹ҂၂קൡႨႿࣩᆚଢ֥෮఼ט֥ܴ:ׄႏཧᆀႋھՖoҵၳ(differentness)pֹbᄝ໙ज֥ؿ٢ഈ,ေᆌؓૄ၂༥ٳ൧ӆิԛ၂ٺط٤oႪ(ׄbetterness)p֥࢘؇නॉ໙ีbؓႿଢ֥ࢲܒކ֥טҰဢЧbቋު,๙ݖؓ໙जטҰࢲݔֹ֥ط,ၩሢႋھࠎႿҵၳ߄ط٤Ⴊׄࣉྛק໊bٳ༅,ಒקଢֹ֥ק໊֥၇ऌbሸഈ෮ඍ,ၛສࠎႿሧჷห֥ଢֹ֥ק໊ଆऎุ֞ཐ֥ۖק໊۽ቔഈ૫,ט۽ቔ֥षᅚࠢൔཌྷ,ھଆൔ္ಪູଢֹ֥ק໊ླေॉ੮ଢֹ֥ሧᇏᆌؓ4۱ቋᇗေ֥ग़ჷ൧ӆiiರЧaᇏݓຖaჷaଢѓ൧ӆބࣩᆚؓ൭3۱ᇗေၹ,҂֥൞,ਆ֣ݓބૅݓbஂઌ۬০Ⴈൌֹॉҳ෮֤֥֞ྐ༏ഡ࠹ᇕଆൔؓᆃᆀ֥ᇗ൪ӱ؇҂:భᆀᇶေ৫ቀႿଢਔ၂ٺᄝᆃ4۱൧ӆ๙Ⴈ֥טҰ໙ज,ނྏଽಸЇֹ֥ሧჷ,ఃਆ۱ၹФᇂႿՑေ໊ᇂ;ުᆀᄵ৫ওದૌ֥੪Ⴓ༝ܸaࣂު֥ԛႳ࠹߃ၛࠣໃটಀཐۖቀႿଢѓ൧ӆ,Ϝଢѓ൧ӆ֥ླބྖ౿ቔູଢֹ֥٠໙֥ᇶေᇅჿၹ,ѩࡼఃაࣩᆚଢֹ֥(ྍࡆaק໊֥൮ေथקၹbᆃᇕ৫ቀ֥ׄҵၳᆞ൞ުᆀؓᇏݓնaݓaၩն০aႇݓ)ࣉྛбࢠbᄝဢЧ࿊౼Ⴟభᆀ֥ᇗնڿࣉᆭԩbഈ,ФטҰᆀႚႵॖҕࡆԛ੪Ⴓ֥ቀܔ൬ೆ,``ඹaࠎႿଢѓ൧ӆ֥ଢֹ֥ק໊ൌീiiႵ၂ק୍֥ਭحbטҰࢲݔೂі1෮ൕ,іᇏሹࢲၛཐູۖ২»ਔ4۱ଢѓ൧ӆؓభ12ཛཐۖ૭ඍژ֥ಪᆩ౦ঃbՖࠎႿଢѓ൧ӆ֥ଢֹ֥ק໊ൌീടࠣ؟ཛ۽ቔ,ᇏॖၛ֤ԛ3ٚ૫֥ᇗေࢲં:(1)ದૌؓཐۖॖၛᇶေЇও:ٳ༅གྷሑ,߸ሹ໙;ีႏཧט;ಒקଢ֥ิ܂ਅݺ֥ܓ่ࡱaۚᇉ֥Ҕܶ,ѩ൞၂۱ֹק໊b༯໓ࡼၛ1997୍7ᄅ1ರᇏݓ߫گؓཐۖྛห֥ת༆ٚaԮაགྷս֥ࢌವᆭֹ֩ٚ૫֥ಪᆩӱᇶಃު෮षᅚ֥ଢֹ֥ק໊۽ቔູ২ඪૼೂޅൌ؇ࢠۚ,ູਔԷᄯ၂ᇕྍ֥ྙའ,ᄝࡼট֥՜ཧࠃീࠎႿଢѓ൧ӆ֥ଢֹ֥ק໊¼bཐۖ੪ႳြՖ1989ᇏؓᆃུٚ૫ྶն৯఼ט,෮ླေ఼ט֥൞ః୍ٚषૄ୍ႵᄹӉ,1997୍7ᄅ1ರఏ,੪Ⴓࢤ૫֥ᇉ;(2)ᄝ۲ֹטҰဢЧᇏ,϶ඔၛഈ֥ದಪ436
ູཐۖ൞၂۱oԉડࠃ৯,ದᆒٹބՏࠗp֥Ӭ൧,ཐۖ੪Ⴓ௹ࡗoॖषᅚ֥ࠃᇙ؟p,ၹՎ,ھӬ൧ିޅఃଢֹ֥б҂ഈཐۖ;(3)აֻؽׄཌྷܱܔၛఃॖ܂षᅚ֥ᇙ؟ࠃಀپڶট٠ᆀ֥੪Ⴓള֥൞,ԢਔರЧದᆭຓ,धն؟ඔФטҰᆀಪູᄝࠃbі1`۲ग़ჷֹंؓཐۖ૭ඍژ֥ಪᆩ(࿊ᄴದඔ෮ᅝ֥Ϥٳб)ರЧ൧ӆᇏݓຖ൧ӆૅݓ൧ӆ֣ݓ൧ӆିܔઙ֞ൗࢸפࠩஇ֥അ52%78%78%88%൞ᇝ֥ഹ൙ࠃᆭ73%74%50%77%൞ᇝ֥ᇏྏ61%81%70%65%ିषᅚת/༆ٚؓб,ྍ/ࣸؓб51%79%64%70%ԉડࠃ৯aದᆒٹaՏࠗ53%51%63%77%ႵႪྮ֥ুіဆ65%46%44%75%ૅࡎ৷62%64%50%56%ૅൊҔܶᇙ؟31%56%71%81%ॖषᅚ֥ࠃᇙ؟30%62%72%68%Ⴕದۋྖ౿֥ದ25%16%72%80%൞མಀ٠໙ֹ֥ٚ35%15%56%59%གྷսطൈᷮ7%28%61%72%``ᆃུࢲંіૼ,ೂݔཐۖᄝoԉડࠃ৯aದᆒၘۋ֞٤ӈྏν,ཐۖ੪Ⴓླྀ߶थקࡼoૌ൞pᆃٹaՏࠗpᆃ၂ׄഈ഻ݖ෮Ⴕఃࣩᆚᆀ,Ⴕቀܔඔ۱ሳಀו,ቋᇔ֥ᇶีओiioཐۖiiളࠃᆭਈ֥੪Ⴓᆀ༐ຬҕࡆۚࠃਈ֥੪Ⴓࠃ,ପહࣼିӬpiiౢԣطૼॹֹԮղਔھӬ൧Ⴅ҂๔ཱུ֥ࠃ৯ܔຶಡᆃ၂ۀࣉྛק໊bෛުၛᇏྏቆቖซٚൔ෮აԉડۋᆃ၂ܱྐ༏bቋᇔіૼ,ᆃ၂ק໊۽ቔቔ֥טҰཁൕ,აൗࢸഈఃޅӬ൧ཌྷб,ཐۖಆ൞Ӯۿ֥ii٠ۖႳग़ඔਈᇯ఼୍࣑ᄹӉ;ᄝNFO/฿24ཬൈߕؿሢࠃ৯;NFO/PLOGטҰ܄ඳ෮ቔPLOGטҰ܄ඳ෮ࣉྛ֥ടࠣ80؟۱ݓ࠽੪Ⴓଢ֥֥ૅݓ੪ႳᆀטҰᄵཁൕ,ཐۖ෮་ႄ֥੪ႳᆀᇏႵֹ֥טҰᇏ,ཐۖᄝᄹӉమ৯ᆷඔ(G½PI)ᆃ၂ᆷѓ҂ഒ༟ߋषᅚۚՏ֥ࠗ੪Ⴓ؇ࡌbႮՎ֤ԛࢲં:ഈ֥ஆၘՖ1999୍ֻ֥49໊ഈശᇀ2002୍ֻ֥ཐۖॖၛຶಡoԉડࠃ৯aದᆒٹaՏࠗpᆃ၂หᇉ13,໊ѩᄹӉ֥൝ߎᄝӻ࿃bࣉྛק໊b``aࢲე()ಒקଢֹ֥ק໊ק໊ၐ൞੪Ⴓଢֹ֥ႏཧ۽ቔ֥ᇗᇏᆭᇗbЧᇶေ൞۴ऌႏཧטࢲݔ,࿊ᄴఞ֥֒ଢֹ֥ק໓ᆌؓݓଽ੪Ⴓଢֹ֥ק໊ն؟ၛሧჷหູࠎԤ໊ӧඍ,ౢ༉طሙಒֹԮղק໊ྐ༏bཐۖቋު֥ଢ֥གྷሑ,ิԛo੪Ⴓଢֹ֥ק໊൮༵ႋࠎႿଢѓ൧ӆ,ֹ֥ק໊ӧඍູoૌ൞ཐۖiiളࠃᆭӬp(Weareᄝଢѓ൧ӆླބྖ౿֥భิ༯ॉ੮ଢֹ֥หᇉp֥HongKonglCityofLife)bఃᇏᆭ෮ၛࡆഈoૌܴ,ׄѩؓཐۖᄝᆃٚ૫֥Ӯۿࣜဒࣉྛਔࢺക,ᆻ൞pᆃ3۱ሳ,൞ູਔ૫ؓభໃᆩ֥ཐۖंିᄝႄఏದૌؓଢֹ֥ק໊ᆃ၂໙ี֥ܱᇿބᇗྍബႵ၂ᇕྐྏބሱݷۋ;oളࠃᆭӬpᆃ၂іඍିܔбࢠ൪,ູݓ੪Ⴓଢֹ֥ႏཧൌ۽ቔ֥षᅚิ܂ંఞֹ֒ཟႳग़ԮղھӬ൧ԉડࠃ৯ބᄎ҂༏֥ྐᆷ֝b༏b୍ࠫ,ުႮႿཐۖंؓሱ࠭ᄝൗࢸᇏ֥ྍ໊ᇂᇿ:¹ଢֹ֥ק໊ൌᇉഈ൞ଢֹ֥ᄝ੪Ⴓᆀྏଢᇏ֥ྙའק໊bՖᆃᇕၩၬഈটႏཧൌં[M].฿ࣃ:ଲषն࿐ԛϱഠ,2007,ֻ253-267်)ᆜطӮ,ႮႿࢃ,ଢֹ֥ྙའק္໊࣮ࠧଢֹ֥ק໊࣮bږཋᇅ,໓ᇏᆺିӯགྷᇶေྐ༏,བྷ༥ྐ༏ॖҰुu੪Ⴓ൧ӆႏཧൌંv၂bºЧ࣮֥ᇶေଢ֥ᄝႿູݓଽ੪Ⴓଢֹ֥ק໊۽ቔ֥षᅚิ܂ંᆷ֝,ၹ¼1997୍7ᄅ1ರᇏݓ߫گؓཐۖྛᇶಃު֥ଢֹ֥ק໊ᇶေ൞Ⴎᄝ֒ࣂൗՎ,Վԩᆺؓݓଽ੪Ⴓଢֹ֥ק໊֥གྷሑࣉྛٳ༅bࢸഈཚႵoଢֹ֥Ѱൖp()ᆭݼ֥ᇷ࿐ᆀථฌ০cஂઌ۬ླྀ»Чσ২༢ቔᆀ۴ऌཌྷܱሧਘ(ᇷ,฿ჭ,ણၲ.੪Ⴓ൧ӆᇹषᅚ֥bථฌ০cஂઌ۬࠻൞၂࿐ᆀ,္൞၂ြᆀbՖ൙੪Ⴓြሦ࿘۽437
ቔ࣍40୍,ᄻϺᇹྸ؟ݓࡅބֹ(ೂೋൖaᇏݓཐۖ֩)ࣉྛᇗྍק໊,Ӯۿֹ½ᄹӉమ৯ᆷඔ൞၂۱Ⴈটҩਈ၂۱੪Ⴓଢֹ֥ᄝ൧ӆᇏ֥ࣩᆚֹ໊֥ᆷሇਔః੪Ⴓြؿᅚ֥൝bЧದ္ၹՎᄝൗࢸഈࠆ֤ਔoଢֹ֥Ѱൖp֥ѓ,֥࠹ෘٚم൞:Ⴈൌ࠽֞٠ଖ၂ଢֹ֥֥੪ႳᆀದඔԢၛ࠹߃ࡼটಀھݼbֹ٠໙֥ದඔbҕॉ໓ང:[1]`฿ჭ.ଢֹ֥ႏཧ֥ᇗᇏᆭᇗiiק໊[J].੪Ⴓ࿐़,2006,21(6):.[9]`ݓྍ,ఊ.੪Ⴓֹྙའק໊აႏཧ[J].അြࣜ࠶აܵ,2001,121[2]`UysalM,ChenJS,(11):[J].TourismManagement,2000,21(1):89-96.[10]`תބ,֩.්ᇜඣཔܞᆓ੪Ⴓྙའק໊࣮iiၛ҆ٳඣཔܞᆓູ২[3]`ChenJS,:ahybridapproach[J].[J].ֹთ࣮აषؿ,2007,26(2):,2002,29(4):987-1003.[11]`ਟႥࡔ,ڈૼၬ.ࡁਲ਼ࡾੀთ੪Ⴓᇶีྙའק໊აႏཧҦ[J].ሧჷߌ[4]`SeongseopKSS,-ა۽ӱ,2007,21(2):[J].AnnalsofTourismResearch,2005,32(4):887-904.[12]`ܤᡐ,഻০.Ӭ൧੪Ⴓྙའק໊აܼҦ࣮[J].༆Кഽٓն࿐࿐[5]`KimSS,ChunH,Б(ሱಖ॓࿐ϱ),2007,43(4):[J].TourismManagement,2005,26[13]`ᅦ৫ࡹ,ۅెਟ.੪Ⴓྙའק໊Ս૫૫ܴࠣհ༂۴ჷ௩༅[J].੪Ⴓ࿐़,(6):,21(6):48-51.[6]`[M].Oxford:ElsevierLtd,[14]`฿ჭ.൧ӆק໊ߎ൞ྙའק໊ii੪Ⴓఒြ൧ӆႏཧᇏ֥ק໊໙ี2004:117.[J].੪Ⴓ࿐़,2001,16(2):57-59.[7]`นङ.ܱႿ੪Ⴓଢֹ֥ק໊֥ۄනॉ[J].݉ਟ੪Ⴓۚ֩ህ॓࿐࿐Б,[15]`.੪Ⴓ൧ӆႏཧൌં[M].฿ჭ,ણ,ၲ.฿ࣃ:ଲषն2007,18(3):338-340.࿐ԛϱഠ,2007.[8]`ܡૼ.ն৵Ӭ൧੪Ⴓྙའק໊ࠣᆜุҦ߃[J].੪Ⴓ࿐़,2000,(5):63-StudyonTourismDestinationPositioningPatternBasedonDestinations'TargetMarketGAOJing,ZHANGYong-gang(,ZhejiangEducationInstitute,Hangzhou,310012,China;,TourismCollegeofZhejiang,Hangzhou,310000,China)Abstract:,mostdestinationspositionthemselvesmainlybasedonlocaltourismresourcesandseldomconsidertheneedsandwantsofthetargetmarkets,,theauthorputsforwardthefollowingviewpoint:tourismdestinationpositioningmustbebasedondestinations'targetmarketfirstly,thenondestinations',theauthorconstructsapatternoftourismdestinationpositioningbasedondestinations',,:targetmarket;tourismdestinationpositioning;tourismdestinationmarketing[ᄳщࠠ:੧ܴഹ]438
