놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)싃폎쒿뗄뗘욷없뮯죴룉믹놾컊쳢뗄첽쳖룟뺲1ꆡ헂폂룕2(1.쓏뾪듳톧짌톧풺ꆡ쳬뷲ꆡ300071;2.뫾훝횰튵벼쫵톧풺ꆡ헣붭뫾훝ꆡ233000)ꆡꆡ햪ꆡ튪:싃폎쒿뗄뗘헽훰붥돉캪싃폎튵ퟮ듳뗄욷없쪹폃헟,떫쒿잰폐맘싃폎쒿뗄뗘욷없뮯뗄퇐뺿럇뎣짙,뛔튻킩믹놾컊쳢뗄죏쪶뇈뷏쒣뫽ꆣ놾컄뛔싃폎쒿뗄뗘욷없벰쒿뗄뗘욷없뮯뗄룅쓮뷸탐쇋첽쳖,뛔싃폎쒿뗄뗘욷없뮯폫쒿뗄뗘뚨캻ꆢ쒿뗄뗘탎쿳횮볤뗄맘쾵뷸탐쇋럖컶,늢쳡돶쇋싃폎쒿뗄뗘욷없뮯좡뗃돉릦뗄벸룶맘볼틲쯘ꆣ맘볼듊:욷없;싃폎쒿뗄뗘욷없;싃폎쒿뗄뗘욷없뮯;싃폎쒿뗄뗘펪쿺[훐춼럖샠뫅]ꆡF590ꆡꆡꆡ[컄쿗뇪쪶싫]ꆡAꆡꆡꆡ[컄헂뇠뫅]ꆡ1003-6539(2007)09-0073-06AStudyonSeveralBasicIssuesofTourismDestinationBrandingG12aojingΠZhangYonggang(,NankaiUniversity,Tianjin,300071,China;,Huzhou,Zhejiang,233000,China)Abstract:,,thenanalyzestherelationshipamongthreeconcepts:tourismdestinationbrand2ing,,:brand;tourismdestinationbrand;tourismdestinationbranding;tourismdestinationmarketingꆡꆡ쫐뎡뺺헹뗄볓뻧쪹욷없뗄ퟷ폃죕틦춻쿔,본폚듋,놾컄듓싃폎쒿뗄뗘욷없뗄룅쓮죫쫖,뛔쯼늻뷶쫇쟸뇰폚뺺헹뛔쫖뗄뇪쪶,룼쫇닺욷믲웳싃폎쒿뗄뗘욷없뮯뗄벸룶믹놾컊쳢뷸탐쇋돵늽첽튵뫋탄볛횵뗄쳥쿖,쓜캪닺욷믲웳튵뗄쫐뎡뺺헹쳖ꆣ듸살틢쿫늻떽뗄킧맻ꆣ욷없헢튻룅쓮틑째춸떽냼삨훆퓬튵폫럾컱튵퓚쓚뗄룷룶쇬폲ꆣ싃폎튵튲쫇ꆡꆡ튻ꆢ싃폎쒿뗄뗘욷없뗄룅쓮웤훒쪵쪹폃헟,듓훮죧쾲살뗇ꆢ쿣룱샯삭뗈맺볊쇋뷢싃폎쒿뗄뗘욷없뗄룅쓮쫇퇐뺿싃폎쒿뗄훸쏻랹뗪욷없떽탂볓웂몽뿕릫쮾뗈맺볊훸쏻몽뿕뗘욷없뮯뗄쫗튪릤ퟷꆣ내헕쏀맺쫐뎡펪쿺킭믡뗄릫쮾욷없,욷없뛔싃폎튵뗄랢햹웰떽쇋늻뿉뫶쫓뚨틥,욷없(brand)쫇ꆰ튻훖쏻돆ꆢ쫵폯ꆢ뇪뗄ퟷ폃ꆣ욷없뮯튲돉캪죋쏇죕틦맘힢뗄뮰쳢ꆣ떼쪶ꆢ럻뫅믲짨볆,믲쫇쯼쏇뗄ퟩ뫏퓋폃,웤쒿뗄훂떱잰뛔욷없뮯훘쫓뗄풭틲냼삨:좫쟲싃폎튵뺺쫇뷨틔뇦죏쒳룶쿺쫛헟믲쒳좺쿺쫛헟뗄닺욷믲럾헹뗄볓뻧;싃폎쒿뗄뗘닺욷샗춬뮯뗄퓶볓;싃폎컱,늢쪹횮춬뺺헹뛔쫖뗄닺욷믲럾컱쟸뇰뾪살ꆱꆣ헟쿻럑탐캪뗄죕틦돉쫬폫쳴쳞뗈ꆣ쯦ퟅ싃폎튵쫐뛔폚싃폎쒿뗄뗘뛸퇔,헢튻뚨틥죔좻쫊폃,싃폎뎡뺺헹뗄뷸튻늽볓뻧,싃폎쒿뗄뗘헽훰붥돉캪싃쒿뗄뗘욷없뗄쒿뗄쫇캪쇋쪹싃폎쒿뗄뗘쯹쳡릩뗄폎튵훐ퟮ듳뗄욷없쪹폃헟,떫폫헢훖쟷쫆늻쿠킭싃폎닺욷뫍럾컱폫웤뺺헹뛔쫖뗄닺욷뫍럾컱쿠쟸뗷뗄쫇,떽쒿잰캪횹,폐맘싃폎쒿뗄뗘욷없뗄퇐뇰ꆣ뺿럇뎣짙,뛔튻킩믹놾컊쳢뗄죏쪶튲뇈뷏쒣뫽ꆣ싃폎쒿뗄뗘욷없뻟폐췢뇭폫쓚뫋쮫훘몭틥ꆣ[ퟷ헟볲뷩]룟뺲(1981ꆫꆡ),얮,쓏뾪듳톧짌톧풺늩쪿퇐뺿짺,훷튪듓쫂싃폎믹뒡샭싛ꆢ싃폎쒿뗄뗘펪쿺랽쏦뗄퇐뺿ꆣ헂폂룕(1979ꆫꆡ),쓐,뫾훝횰튵벼쫵톧풺붲쪦,싃폎맜샭쮶쪿,퇐뺿랽쿲:싃폎쫐뎡펪쿺,랹뗪맜샭ꆣ73
놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)듓뇭쏦틢쮼짏뾴,싃폎쒿뗄뗘욷없쫇ꆰ튻훖쏻1999);퓚쇭튻욪컄헂훐,Hall틽폃쇋튻냣쫐뎡펪돆ꆢ쫵폯ꆢ뇪쪶ꆢ럻뫅믲짨볆,믲쫇쯼쏇뗄ퟩ뫏쿺틢틥짏뗄욷없뚨틥,좴쎻폐뛔쒿뗄뗘욷없뮯뷸퓋폃ꆱ,샽죧훐맺닉폃쳬첳ퟷ캪싃폎뇪쪶,쿣룛탐뷧뚨,뷶횸돶쒿뗄뗘욷없뮯뗄뫋탄쒿뇪쫇ꆰ닺틔ꆰ뚯룐횮뚼ꆱퟷ캪ퟔ벺뗄싃폎탻뒫폯ꆣ헢킩평짺튻훂뗄ꆢ벯훐탔뗄뒫능햽싔ꆱ,퓚쯻뗄컄헂훐컄ퟖꆢ춼낸뫍럻뫅쯹릹돉뗄쏻돆ꆢ쫵폯ꆢ뇪쪶뗈튲돶쿖쇋탭뛠웤쯻뗄듊믣,죧탎쿳릹돉(image뚼쫇싃폎쒿뗄뗘욷없뗄횱뷓컯훊퓘쳥,쯼쏇뢳폨construction)ꆢ탎쿳붨솢(imagebuilding)ꆢ욷없랢싃폎쒿뗄뗘욷없뗄췢퓚탎쪽,쎻폐헢킩컯훊퓘햹(branddevelopment)뗈,떫늢쎻폐뛔헢킩듊쳥,싃폎쒿뗄뗘욷없뻍컞램뇭쿖돶살,룼늻뿉쓜믣뷸탐뷧뚨,튲쎻폐쮵쏷쯼쏇횮볤뗄닮틬;쇭췢듯떽욷없뗄헻쳥뒫능킧맻ꆣ폅탣뗄싃폎쒿뗄뗘욷솽욪컄헂횻룸돶쇋튻냣펪쿺틢틥짏욷없뮯룅쓮뗄없퓚퓘쳥랽쏦뇭쿖췹췹뷏캪춻돶,룸죋쏇뛀쳘뗄훷튪쓚죝,늢쎻폐횱뷓펦폃폚쒿뗄뗘펪쿺횮훐쫓뻵킧맻ꆣ돽췢퓚뇭쿖탎쪽췢,죎뫎싃폎쒿뗄뗘(Westwood뗈,2001;Williams,Palmer,1999);욷없뚼폐웤쓚뫋,헢훖쓚뫋뇭쿖캪싃폎쒿뗄뗘욷뮹폐튻욪럇샭싛탔컄헂듓쪵튵뷧죋쪿뗄뷇뛈쏨쫶없쿲쿻럑헟쯹ퟷ뗄욷없돐억ꆣ욷없돐억훷튪쫇싃쇋컷냄듳샻퇇붨솢욷없뗄맽돌,좴쎻폐룸돶쒿뗄폎쒿뗄뗘뛔ퟔ짭쯹쳡릩싃폎닺욷뫍럾컱훊솿틔벰뗘욷없뮯뗄뚨틥(Crockett,Wood,1999)ꆣ싃폎헟듓훐뗃떽샻틦뗄돐억,싃폎쒿뗄뗘욷없뗄뷼벸쓪,풽살풽뛠뗄퇐뺿헟뾪쪼맘힢쒿뗄뗘볛횵풴ퟔ뛔웤욷없돐억뗄뛒쿖ꆣ욷없뮯,쿠맘뗄퇐뺿훰붥퓶뛠,헢킩퇐뺿룼볓짮ꆡꆡ뛾ꆢ싃폎쒿뗄뗘욷없뮯뗄룅쓮죫뫍쾸뮯,뛔쒿뗄뗘욷없뮯헢튻룅쓮뗄죏횪폐쇋뷸튻늽쳡룟ꆣ웤훐횵뗃튻쳡뗄쫇Blain뗈죋뗄퇐폫싃폎쒿뗄뗘욷없(tourismdestination뺿,쯻쏇춨맽뛔욷없뮯뺭뗤퇐뺿컄쿗벰쒿뗄뗘욷brands)뗄쏻듊탔몭틥늻춬,싃폎쒿뗄뗘욷없뮯없뮯쿠맘퇐뺿뗄믘맋,쳡돶쇋ퟔ벺뗄뚨틥,죏캪(tourismdestinationbranding)쫇튻룶뚯듊탔훊뗄ꆰ쒿뗄뗘욷없뮯쫇튻쾵쇐쫐뎡펪쿺믮뚯,헢킩믮뛌폯ꆣ뺡맜욷없뮯퓚튻냣쫐뎡펪쿺퇐뺿쇬폲돶쿖뚯ꋙ횧돖뒴퓬횼퓚쪶뇰늢쪹쒿뗄뗘닮틬뮯뗄쏻뷏퓧,떫쯼퓚싃폎쒿뗄뗘퇐뺿훐뗄펦폃뷏췭,횱돆ꆢ럻뫅ꆢ뇪쪶ꆢ컄ퟖ믲춼탎뇪횾뗈;ꋚ튻훂뗘훁20쫀볍90쓪듺쒩닅틽웰톧쫵뷧뗄맘힢ꆣ1998뒫듯뛔폫쒿뗄뗘뛀쳘쿠솪뗄ꆢ횵뗃볇틤뗄싃폎쳥쓪TTRA쓪믡붫쒿뗄뗘욷없뮯ퟷ캪믡틩훷쳢,늢퇩뗄웚췻;ꋛ릮만뫍잿뮯싃폎헟폫쒿뗄뗘횮볤뗄놨뗀쇋탭뛠쒿뗄뗘욷없뮯뗄돉릦낸샽(죧얦풼ꆢ쟩룐솪쾵;ꋜ붵뗍쿻럑헟뗄쯑톰돉놾뫍룐횪럧냄듳샻퇇ꆢ볓쓃듳뗈),듓뛸뷒뾪쇋믹폚싃폎쒿쿕ꆣ헢킩믮뚯릲춬뒴퓬돶쓜릻믽벫펰쿬쿻럑헟쒿뗄뗘놳뺰뗄욷없뮯퇐뺿탲쒻ꆣퟔ듋,돶쿖쇋탭뛠뗄뗘톡퓱탐캪뗄쒿뗄뗘탎쿳ꆱ(Blain뗈,2005)ꆣ첽쳖헢튻훷쳢뗄쫩뫍컄헂(Blain뗈,2005)ꆣ쯤헢튻뚨틥죚뫏쇋욷없ꆢ욷없닺ꆢ욷없뛔폚싲싴좻뷼쓪살쿠맘랽쏦뗄퇐뺿늻뛏췆뷸,떫퇐뺿헟쏇쮫랽뗄릦쓜벰쒿뗄뗘탎쿳뗈룅쓮,붫쒿뗄뗘욷없튻훂죏캪쒿뗄뗘욷없뮯뗄퇐뺿짐뒦폚웰늽뷗뛎,뮯뗄쪵훊뷧뚨캪튻쾵쇐쫐뎡펪쿺믮뚯,횸돶쇋쒿죔좻듦퓚ퟅ훚뛠폐듽뷸튻늽퇐뺿뗄뿎쳢ꆣ뗄뗘욷없뮯폫쒿뗄뗘탎쿳횮볤뗄쓚퓚솪쾵,퓚뫜퓚튻냣쫐뎡펪쿺퇐뺿쇬폲,Aaker뗄ꆰ욷없듳돌뛈짏폫쒿뗄뗘욷없뮯쪵볹쿠컇뫏,쫇쒿잰캪뮯ꆱ뚨틥쫇ퟮ맣캪뷓쫜뗄욷없뮯룅쓮,쯻죏캪욷횹뷏캪좫쏦뗄튻룶룅쓮ꆣ없뗄훷튪ퟷ폃퓚폚쪶뇰싴랽뗄짌욷뫍럾컱,늢쪹쯻쏇뗄닺욷믲럾컱폫뺺헹헟뗄쿠쟸뇰ꆡꆡ죽ꆢ싃폎쒿뗄뗘욷없뮯폫쒿뗄뗘뚨캻ꆢ쒿뗄(Aaker,뗘탎쿳횮볤뗄맘쾵ꆡꆡ1991)ꆣ뻟쳥떽싃폎퇐뺿쇬폲,쒿뗄뗘펪쿺퇐뺿헟뛔쒿뗄뗘욷없뮯헢튻룅쓮짐쎻폐튻훂뗄뚨틥ꆣꆡꆡ퓚싃폎쒿뗄뗘펪쿺쇬폲훐,싃폎쒿뗄뗘욷틔췢컄싃폎웚뾯ꆶJournalofVacationMarketingꆷ없뮯폫쇭췢솽룶룅쓮,벴싃폎쒿뗄뗘뚨캻뫍싃폎1999쓪쏅ퟩ횯뗄틔ꆰ쒿뗄뗘욷없뮯ꆱ캪훷쳢쒿뗄뗘탎쿳,쫇죽룶ퟮ뎣쪹폃뗄룅쓮,탭뛠쪱뫲뗄첽쳖캪샽,웤훐튻욪컄헂붫쒿뗄뗘욷없뮯뚨틥짵훁놻죏캪뻟폐쿠춬뗄몭틥뛸쳦뮻쪹폃ꆣ쯦ퟅ죋캪ꆰ싃폎헟쯹돖폐뗄쒿뗄뗘탎쿳틔벰싃폎헟폫쒿쏇뛔싃폎쒿뗄뗘펪쿺퇐뺿뗄짮죫,튻킩톧헟죏쪶뗄뗘탎쿳횮볤뗄맘쾵ꆱ(Nickerson,Moisey,떽쇋죽헟횮볤듦퓚뗄닮틬,뛔죽헟뗄맘쾵뷸탐쇋74
놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)첽쳖ꆣ샻틦돂쫶틗폚샭뷢뫍볇틤ꆱꆣ폫듋춬쪱,쯻죏캪1.싃폎쒿뗄뗘욷없뮯폫쒿뗄뗘뚨캻횮볤뗄욷없뮯폫뚨캻럖뇰쫇ꆰ훆퓬욽뫢뗄솽뛋ꆱ,솽헟맘쾵뮥캪늹돤ꆣ뫃뗄욷없뮯돂쫶폐훺폚탎돉닺욷믲럾뚨캻쫇평훸쏻뗄쏀맺펪쿺볒났뛻ꆤ쇐쮹폫컱쪶뇰,듓뛸폐훺폚뮽탑쿻럑헟탄쒿훐뛔닺욷믲뷜뿋ꆤ쳘싞폚20쫀볍70쓪듺퓧웚쳡돶살뗄ꆣ뛔럾컱믹놾욷훊벰쫐뎡뗘캻뗄펡쿳ꆣ쎻폐뫃뗄욷없폚싃폎쒿뗄뗘뛸퇔,뚨캻뗄훷튪쒿뇪쫇퓚잱퓚싃뮯믮뚯,벴쪹쫇ퟮ뫃뗄뚨캻햽싔튲믡쪧냜ꆣ듋폎헟탄쒿훐뒴퓬튻룶뛀쳘뗄캻훃틔쪹쯻쏇쇋뷢쒿췢,Plog뮹틔ퟔ벺쟗짭닎폫뗄뛠룶쒿뗄뗘훘탂뚨뗄뗘폫뺺헹헟횮볤뗄닮틬,쇋뷢쒿뗄뗘죧뫎쓜릻캻쿮쒿(죧죰쪿ꆢ쿣룛ꆢ쯾쾣쳡떺뗈)캪샽,듓싺ퟣ쯻쏇뗄탨쟳ꆣ쒿잰맺쓚탭뛠싃폎쒿뗄뗘펪쿺쪵볹뷇뛈햹쪾쇋헢훖맛뗣퓚쒿뗄뗘펪쿺쪵볹훐뗄퇐뺿헟벰쪵튵뷧죋쪿뛔뚨캻룅쓮뗄죏쪶쒣뫽,퓚쪵폃탔ꆣPlog뗄맛뗣뇈뷏쟥컺뗘쮵쏷쇋쒿뗄뗘욷쒿뗄뗘뚨캻뺿뺹쫇뛔쫐뎡뮹쫇뛔탎쿳뗄뚨캻헢튻없뮯폫쒿뗄뗘뚨캻횮볤뗄쟸뇰폫솪쾵ꆣ쯻뗄맛뗣컊쳢짏듦퓚훮뛠틉믳ꆣ뛔헢튻컊쳢뗄죏쪶뿉틔뷨튲뗃떽쇋튻킩퇐뺿헟뗄죏춬,죧Lee뗈(2006)본맺쓚훸쏻톧헟샮쳬풪뛔싃폎웳튵쫐뎡펪쿺훐뚨퓚뛔쏀맺훝벶싃폎췸햾뗄욷없튪쯘뷸탐럖컶쪱뻍캻뗄쿠맘뷢쫍,쯻죏캪:ꆰ튻훖맣캪쇷뒫뗄쮵램닉폃쇋Ploy뛔욷없뮯뫍뚨캻뗄맘쾵뷧뚨,붫욷뻍쫇,쯹캽뚨캻뻍쫇쫐뎡뚨캻,뻍쫇냑웳튵뗄쒿없뮯뾴ퟶ쫇쒿뗄뗘펪쿺뗄튻룶햽싔쒿뇪,뛸뚨캻뇪쫐뎡뚨캪쓄킩죋좺ꆣ쿔좻,헢훖샭뷢뫍죏쪶붫퓲쫇췪돉헢튻햽싔쒿뇪뇘탨뗄잰ퟠ늽훨ꆣPlog뗄쫐뎡펪쿺훐뗄뚨캻폫쒿뇪쫐뎡뗄톡뚨믬캪쇋튻첸맛뗣뇈뷏쟥컺뗘쮵쏷쇋싃폎쒿뗄뗘욷없뮯폫싃폎ꆭꆭ쪵볊짏,퓚싃폎웳튵펪쿺릤ퟷ훐,좷뚨뚨캻쒿뗄뗘뚨캻횮볤뗄쟸뇰폫솪쾵,럇뎣횵뗃컒쏇뷨뗄뾼싇랢짺폚쒿뇪쫐뎡톡뚨횮뫳,솽헟횮볤쯤좻본ꆣ쏜쟐쿠맘,떫좴늻쫇튻믘쫂쟩ꆣ퓚맺볊톧쫵뷧뗄2.싃폎쒿뗄뗘욷없뮯폫쒿뗄뗘탎쿳횮볤뗄폐맘퇐뺿훐,죋쏇췹췹룼횱뷓뗘붫뚨캻쫶횮캪닺맘쾵욷뚨캻,뛸듓늻퓸폐쫐뎡뚨캻헢튻쮵램ꆭꆭ좷쟐쒿뗄뗘탎쿳퇐뺿돶쿖뷏퓧,쪼폚20쫀볍70뗘붲,쯹캽뚨캻뻍쫇웳튵벰웤닺욷퓚쿻럑헟탄쒿쓪듺퓧웚ꆣ쯤좻쒿뗄뗘탎쿳퇐뺿틑폐30뛠쓪뗄훐뗄탎쿳뚨캻ꆱ(샮쳬풪,2001)ꆣ쯤좻헢튻싛쫶샺쪷,떫뛔웤훁뷱짐컞튻룶춳튻뗄뚨틥ꆣ퓚훚뛠쫇헫뛔싃폎웳튵쫐뎡펪쿺훐뗄뚨캻릤ퟷ,떫춬퇹뗄뚨틥훐,Crompton(1979)뛔쒿뗄뗘탎쿳뗄뚨쫊폃폚싃폎쒿뗄뗘펪쿺훐뗄뚨캻ꆣ틲듋,컒쏇뿉틥쫇쒿잰퇐뺿헟틽폃뷏뛠뗄:ꆰ탎쿳쫇튻룶죋뛔틔붫쒿뗄뗘뚨캻샭뷢캪싃폎쒿뗄뗘퓚싃폎헟탄쒿쒿뗄뗘탅쓮ꆢ쿫램뫍펡쿳뗄ퟜ뫍ꆣꆱ쒿뗄뗘탎쿳훐뗄탎쿳뚨캻,웤쪵훊쫇쒿뗄뗘뛔뿉틔쳡릩룸싃퓚쒿뗄뗘욷없뮯맽돌훐냧퇝쇋훘튪뷇즫,탎쿳쫇폎헟뗄뛀쳘샻틦쯹ퟷ뗄돂쫶ꆣ쒿뗄뗘욷없뮯뗄맘볼ꆣ듓틑폐쿠맘퇐뺿살뾴,튻Plog(2004)틔웤뛠쓪듓쫂싃폎쒿뗄뗘펪쿺훖훘튪뗄쟷쫆쫇붫쒿뗄뗘탎쿳훃폚쒿뗄뗘욷없뮯뗄쪵볹뺭퇩뛔쒿뗄뗘뚨캻폫쒿뗄뗘욷없뮯뗄맘쾵헢튻듳뗄놳뺰횮쿂,붫솽헟뷡뫏웰살퇐뺿ꆣ퓚듋뷸탐쇋샭싛ퟜ뷡ꆣ쯻죏캪퓚ퟔ벺뛠쓪뗄횰튵짺퇄쟷쫆쿂,돶쿖쇋튻킩죚죫쒿뗄뗘탎쿳룅쓮뗄쒿뗄훐,뺭뎣쳽떽죋쏇쳖싛헢솽룶룅쓮,떫벫짙볻떽뗘욷없뮯룅쓮믲쒣탍,뷏뻟듺뇭탔뗄쫇Blain뗈뛔쯼쏇뗄뚨틥,쒿뗄뗘욷없뮯뺭뎣폫쒿뗄뗘뚨캻(2005)쳡돶뗄쒿뗄뗘욷없뮯룅쓮ꆢCai(2002)뮥뮻쪹폃,떫솽헟늢늻쿠춬,쯼쏇폐룷ퟔ뗄틢틥뗄쒿뗄뗘욷없뮯쒣탍(춼1)뫍Tasci뗈(2006)뫍훘튪탔ꆣ캪듋,쯻럖뇰뛔뚨캻뫍욷없뮯헢솽룶맘폚쒿뗄뗘욷없ꆢ쒿뗄뗘탎쿳ꆢ솽헟뗄퇜짺컯벰룅쓮뷸탐쇋뷧뚨ꆣꆰ뚨캻벴뷧뚨닺욷믲럾컱뗄훘웤쿠뮥맘쾵쒣탍(춼2)ꆣ튪쫴탔,헢킩쫴탔쓜릻틔튻훖뛔쿻럑헟폐틢틥뗄Blain뗈죏캪쯦ퟅ쒿뗄뗘뺺헹뗄죕틦볓뻧,랽쪽쪹닺욷믲럾컱폫뺺헹헟뗄닺욷믲럾컱쿠쟸쒿뗄뗘욷없뮯뗄뚨틥펦룃냼삨쒿뗄뗘탎쿳뫍뺺헹뇰ꆣ볲퇔횮,뚨캻벴쫇헒돶닺욷믲럾컱쯹쳡릩뗄솦헢솽룶룅쓮,쟒폐쪵횤퇐뺿뇭쏷욷없뮯폐훺폚샻틦훐ퟮ횵뗃쒿뇪쫐뎡볇틤뗄뚫컷;욷없뮯퓲쫇퓶잿쒿뗄뗘탎쿳,퓚듋믹뒡짏,쯻붫쒿뗄뗘욷없붫쒳훖뇪쪶믲뛌폯펦폃폚뚨캻룅쓮,틔뿬쯙ꆢ볲뮯뚨틥캪튻쾵쇐쫐뎡펪쿺믮뚯,헢킩믮뚯릲춬뒴뷠뗘뒫듯뚨캻뗄쪵훊,쪹뚨캻맽돌훐쳡돶뗄뛀쳘75
놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)춼1ꆡ싃폎쒿뗄뗘욷없뮯쒣탍춼2ꆡ쒿뗄뗘욷없ꆢ쒿뗄뗘탎쿳ꆢ솽헟뗄퇜짺컯벰웤쿠뮥맘쾵퓬돶쓜릻믽벫펰쿬싃폎헟쒿뗄뗘톡퓱탐캪뗄쒿뗄훺폚쒿뗄뗘탎쿳탎돉맽돌벰욷없뮯뺭뗤퇐뺿돉맻뗘탎쿳ꆣCai죏캪쒿뗄뗘탎쿳쯜퓬늻뗈폚쒿뗄뗘쳡돶쇋쒿뗄뗘욷없뮯쒣탍,늢쾣췻헢튻쒣탍쓜릻욷없뮯,떫쯼쫇쒿뗄뗘욷없뮯뗄뫋탄,뛔쿠맘퇐쯵킡쿖폐쒿뗄뗘탎쿳퇐뺿뿲볜폫쒿뗄뗘욷없뮯룅뺿뗄믘맋쿔쪾쿖폐뗄쒿뗄뗘탎쿳퇐뺿랽램짐뻖쿞쓮볤뗄닮뻠ꆣ헢튻쒣탍붫쒿뗄뗘욷없뮯뾴ퟶ쫇튻폚튻룶폐쿞뗄쇬폲쓚,퓚떱듺펪쿺쳵볾쿂뇘탫쿲룶캧죆평욷없튪쯘ퟩ뫏ꆢ욷없쪶뇰ꆢ욷없탎쿳쯜쒿뗄뗘욷없뮯쇬폲퇓짬ꆣ퓚탄샭톧삩햹벤믮샭싛퓬릹돉뗄훷훡뗄뗝맩맽돌,웤훐탄쫇춨맽삩햹벤(Thespreadingactivationtheory)뗄믹뒡짏,쯻뷨믮살탎돉쒿뗄뗘욷없쪶뇰,헢훖욷없쪶뇰살ퟔ폚76
놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)룷욷없튪쯘ꆢ욷없탎쿳쯜퓬ꆢ욷없솪쿫벰펪쿺믮평잰컄뗄럖컶뿉횪,싃폎쒿뗄뗘욷없뮯폫싃뚯횮볤뗄뚯첬솪쾵,늢뻟쳥맦뚨쇋삩햹벤믮랢짺폎쒿뗄뗘뚨캻ꆢ싃폎쒿뗄뗘탎쿳쫇3룶늻춬뗄룅ퟷ폃뗄4룶쳵볾,벴쿖폐뗄풭짺탎쿳ꆢ쿖폐뗄틽쓮,떫쯼쏇횮볤좷쪵듦퓚ퟅ뷴쏜솪쾵,릲춬퓚싃훂탎쿳ꆢ쒿뗄뗘맦쒣폫릹돉ꆢ뚨캻폫쒿뇪쫐뎡ꆣ폎쒿뗄뗘펪쿺맽돌훐랢믓ퟷ폃ꆣ듓헻룶싃폎쒿뗄Tasci뗈죏캪욷없뗄몭틥듳폚탎쿳,퓚쒿뗄뗘욷뗘펪쿺맽돌살뾴,싃폎쒿뗄뗘뚨캻펦룃쫇쫗튪뗄없뮯맽돌훐듦퓚솽훖늻춬뗄탎쿳,벴춶짤탔탎쿳튻늽,쯼퓚뛔싃폎쒿뗄뗘ퟔ짭쳘뗣ꆢ쒿뇪쫐뎡벰(projectedimages)뫍뷓쫜탔탎쿳(receivedimag2뺺헹뛔쫖럖컶뗄믹뒡짏좷뚨싃폎쒿뗄뗘퓚싃폎쫐es)ꆣ쒿뗄뗘욷없놻쒿뗄뗘떱뻖뢳폨쒳훖쳘뚨뗄뎡훐펦햼뻝뗄캻훃ꆣ퓚뛔싃폎쒿뗄뗘뷸탐뚨캻뗄탎쿳,벴쒿뗄뗘뗄춶짤탔탎쿳,좻뛸,평폚쒳킩믹뒡짏,펦룃ퟅ쫖싃폎쒿뗄뗘욷없뗄쫷솢,벴싃틲쯘,죧룷훖탅쾢풴뗄펰쿬뗈,잱퓚뫍쿖폐싃폎폎쒿뗄뗘뗄욷없뮯,싃폎쒿뗄뗘욷없뮯훷튪춨맽헟뛔헢훖춶짤탔탎쿳뗄뷓쫜뛈늻춬,틲듋,솽훖욷없짨볆ꆢ욷없뒫능뗈릤ퟷ틔싃폎쒿뗄뗘욷없쏻탎쿳횮볤뿉쓜듦퓚닮틬,닮틬돌뛈뷒쪾쇋쒿뗄뗘돆ꆢ뇪쪶컯ꆢ탻뒫뿚뫅뗈컯훊퓘쳥쿲쒿뇪쫐뎡뒫펪쿺믮뚯뗄돉릦뛈ꆣ쒿뗄뗘욷없뗄탭뛠뻟쳥랽쏦듯싃폎쒿뗄뗘욷없뗄쓚몭ꆣ튻룶뫃뗄싃폎쒿뗄뗘(죧뇪쪶ꆢ쏻돆ꆢ뿚뫅뗈)놻훃폚듋쒣탍뗄릫릲욷없쯹펦뇭듯뗄6훖틢쮼,벴쫴탔ꆢ샻틦ꆢ볛쟸폲ꆣ욷없벰쿻럑헟룐횪뗄욷없볛횵붫믡펰쿬쿻횵ꆢ컄뮯ꆢ룶탔뫍쪹폃헟,뚼붫춨맽뻟쳥탻뒫듙럑헟탐캪,죧쿻럑헟죏횪ꆢ톡퓱ꆢ쪹폃ꆢ싺틢뛈쿺믮뚯뗄쪵쪩뒫듯룸쒿뇪쫐뎡ꆣ싃폎쒿뗄뗘헢훖뗈ꆣ쯹폐헢킩룅쓮틔벰쯼쏇횮볤뗄맘쾵폐훺폚쒿욷없뒫능믮뚯쪵볊짏쫇싃폎쒿뗄뗘탎쿳쯜퓬뗄튻뗄뗘욷없닺뗄탎돉,욷없닺벴ꆰ욷없뗄볛늿럖ꆣ헢죽헟횮볤뗄맘쾵죧춼3쯹쪾ꆣퟛ짏쯹횵,쯼붨솢퓚욷없훒돏뛈ꆢ욷없횪쏻뛈ꆢ룐횪훊쫶,싃폎쒿뗄뗘욷없뮯훷튪쫇횸퓚싃폎쒿뗄뗘뚨솿ꆢ욷없솪쿫뫍웤쯻욷없닆닺(죧샻좨ꆢ짌캻믹뒡짏뷸탐뗄욷없짨볆뫍욷없뒫능,쯼붫싃폎뇪ꆢ쟾뗀맘쾵뗈)ꆣ쒿뗄뗘뚨캻뗄샻틦돂쫶틔컯훊퓘쳥뗄탎쪽뇭쿖돶3.싃폎쒿뗄뗘욷없뮯ꆢ쒿뗄뗘뚨캻벰쒿뗄살,웤훐뗄욷없뒫능믮뚯쫇싃폎쒿뗄뗘탎쿳쯜퓬뗘탎쿳죽헟횮볤뗄맘쾵뗄훘튪ퟩ돉늿럖ꆣ춼3ꆡ싃폎쒿뗄뗘욷없뮯ꆢ뚨캻폫탎쿳쯜퓬횮볤뗄맘쾵ꆡꆡ쯄ꆢ싃폎쒿뗄뗘욷없뮯돉릦뗄맘볼틲쯘뗄탎돉훁짙듦퓚6룶랽쏦뗄풭틲ꆣ뗚튻,폫튻냣닺욷뫍럾컱쿠뇈,싃폎쒿뗄뗘뻟폐뛠훖쫴탔,몭폫튻냣닺욷믲럾컱쿠뇈,싃폎쒿뗄뗘뗄욷없룇쇋훚뛠늻춬뗄싃폎풴ꆢ짨쪩뫍싃폎믮뚯;뗚뮯룼볓뢴퓓,튲룼뻟쳴햽탔ꆣ헢튻뗣뗃떽쇋탭뛠뛾,싃폎쒿뗄뗘쒿뇪쫐뎡뗄늻춬좺쳥쯹ힷ쟳샻틦톧헟뗄튻훂죏춬ꆣPike(2004)뛔싃폎쒿뗄뗘욷뗄틬훊탔뻶뚨쇋쒿뗄뗘욷없뮯뗄뢴퓓탔;뗚죽,없뮯뗄뢴퓓탔뷸탐쇋쾵춳싛쫶,쯻죏캪헢훖뻖쏦싃폎쒿뗄뗘욷없뮯뻶닟맽돌훐짦벰떽뗄헾훎탔틲77
놱뺩뗚뛾췢맺폯톧풺톧놨(싃폎냦)ꆡꆡꆡꆡꆡꆡꆡ2007쓪뗚9웚ꆡꆡꆡꆡꆡꆡꆡꆡ(ퟜ뗚149웚)쯘듳듳붵뗍쇋샭싛뗄쫊폃탔;뗚쯄,뇘탫듲웆쒿퓚싃폎쒿뗄뗘펪쿺맽돌훐볓잿릫쮽늿쏅뫏ퟷ,룼뗄뗘짧믡쯹돖틢볻폫욷없샭싛횮볤뗄욽뫢,틲캪뛠뗘돯벯쿠맘풴,늢폐킧뗘엤훃헢킩풴훁맘죎뫎ퟔ짏뛸쿂뗄쒿뗄뗘욷없쪵쪩믮뚯뚼뿉쓜쪧훘튪ꆣꋜ볓잿뛔싃폎쒿뗄뗘욷없폐킧탔뗄볠닢ꆣ냜;뗚컥,ퟷ캪욷없닺쒣탍뗄튻룶훘튪ퟩ돉늿뛔욷없쪵쪩킧맻볠닢쫇싃폎쒿뗄뗘욷없뮯뗄튻룶럖,욷없훒돏뛈뿉틔춨맽훘폎싊살뫢솿,떫싃폎훘튪뮷뷚,폐훺폚싃폎쒿뗄뗘펪쿺ퟩ횯벰쪱쇋뷢쒿뗄뗘펪쿺ퟩ횯좴컞램횱뷓믱뗃폎뿍쇏;뗚욷없햽싔뗄쪵쪩킧맻,쯦쪱룄뷸쿖폐뗄릤ퟷ,틲쇹,싃폎쒿뗄뗘펪쿺ퟩ횯퓚쪵쪩욷없햽싔쪱뺭뎣듋,죎뫎쒿뗄뗘튪쿫좡뗃욷없뮯뗄돉릦,뻍뇘탫쏦쇙뺭럑뛌좱뗄컊쳢ꆣ볓잿뛔싃폎쒿뗄뗘욷없폐킧탔뗄볠닢ꆣ짏쫶6룶랽쏦뷏캪좫쏦뗘싛쫶쇋떼훂싃폎쒿뗄뗘욷없뮯쏦쇙뛠훖삧쓑뗄풭틲,틔튻냣뗄욷없닎뾼컄쿗:샭싛캪횸떼,늢뷡뫏싃폎쒿뗄뗘욷없뗄쳘쫢탔,\[1\]BlainC.,LevyS1E.&ퟷ헟죏캪뻶뚨싃폎쒿뗄뗘욷없뮯좡뗃돉릦뗄맘볼Branding:InsightsandPracticesfromDestinationManage2틲쯘훷튪냼삨틔쿂벸룶랽쏦:ꋙ잡떱뗄싃폎쒿뗄mentOrganizations\[J\].JournalofTravelResearch,뗘뚨캻ꆣ헽죧잰컄쯹쫶,싃폎쒿뗄뗘뚨캻쫇싃폎2005,43:328ꆫ338.쒿뗄뗘욷없뮯뗄믹뒡\[2\]..ManagingBrandEquity\[M\].NewYork:,횻폐쏷좷쇋싃폎쒿뗄뗘퓚쒿뇪쫐뎡탄쒿훐뗄뛀쳘캻훃,닅쓜폐헫뛔탔뗘뷸.탐욷없짨볆뫍욷없뒫능ꆣ쒿뗄뗘뚨캻펦떱붨솢퓚\[3\]:MakingItSimple\[J\].JournalofVa2뛔쒿뗄뗘ퟔ짭풴ꆢ쒿뇪쫐뎡벰뺺헹뛔쫖뷸탐럖cationMarketing,1999,5:217ꆫ226.컶뗄믹뒡횮짏,틲듋,듓쒿뗄뗘펪쿺쪵볊닙ퟷ돌\[4\],NicheMarketingandNation2탲살뾴,쒿뗄뗘뚨캻뷴룺쒿뗄뗘SWOT럖컶ꆢ쫐alImageProjection.뎡뗷퇐벰쒿뇪쫐뎡톡퓱횮뫳ꆣ횵뗃힢틢뗄쫇,쒿\[5\]WestwoodS.,MorganN.,.뗄뗘뚨캻늢럇튻샍폀틝,벸뫵쯹폐뗄쒿뗄뗘뚼믡BrandingthePackageHoliday:TheRoleandSignificance쏦쇙퓙뚨캻컊쳢ꆣ쒿뗄뗘퓙뚨캻쫇횸싃폎쒿뗄뗘ofBrandsforUKAirTourOperators\[J\].JournalofVa2캪ퟔ벺뗄닺욷퓚잱퓚릺싲헟탄쒿훐좷뚨튻룶탂뗄cationMarketing,2001,5:238ꆫ252.캻훃\[6\]WilliamsA.,,헢튻캻훃뿉틔폫풭쿈췪좫늻춬,튲뿉틔쫇풭쿈캻훃뗄퇓짬믲늹돤andElectronicCommerce:TowardsSynergy\[J\].Journal(잮,1997)ꆣꋚ싃폎쒿뗄뗘욷없돐억뗄돖탸뛒쿖ꆣ싃폎쒿뗄뗘욷없뮯ofVacationMarketing,1999,5:263ꆫ275.뗄돉릦쪵쪩늻뷶튪쟳싃폎쒿뗄뗘뻟폐욷없뒴퓬쓜\[7\]CrockettS.,:ATotallyIntegratedApproachtoDestinationBranding\[J\].솦,룼훘튪뗄쫇튪폐뛔욷없뗄캬돖ꆢ놣뮤뫍삩햹JournalofVacationMarketing,1999,5:276ꆫ289.쓜솦,헢훖쓜솦풴폚돖탸뗄욷없돐억뛒쿖ꆣ평폚\[8\]:싃폎쒿뗄뗘욷없돐억훷튪쫇평틔쒿뗄뗘싃폎웳튵sonEducation,2004.캪듺뇭뗄훚뛠쒿뗄뗘샻틦쿠맘헟릲춬쪵쪩뛒쿖\[9\]LeeG.,.,.뗄,쒿뗄뗘펪쿺ퟩ횯뛔쒿뗄뗘욷없돐억뗄뛒쿖벸:AnAnalysisofBrand2buildingElementsin뫵쎻폐뿘훆쓜솦,뗃늻떽헢킩샻틦쿠맘헟죏뿉뗄theUSTourismWebsites\[J\].TourismManagement,욷없햽싔뿏뚨믡쪧냜2006,27:815ꆫ828.,틲듋,뛔폚싃폎쒿뗄뗘펪쿺ퟩ횯뛸퇔\[10\],퓚쒿뗄뗘욷없뮯맽돌훐,싃폎쒿뗄뗘욷없햽싔뗄훆뚨뫍쪵쪩뇘탫ퟛ뫏뾼싇쒿뗄뗘훚aVacationDestinationandtheInfluenceofGeographical뛠샻틦쿠맘헟뗄샻틦LocationUponthatImage\[J\].JournalofTravelRe2,펮뗃쯻쏇뗄죏뿉뫍횧돖ꆣꋛ죋ꆢ닆ꆢ컯뗈랽쏦뗄뎤웚횧돖ꆣ싃폎쒿뗄뗘욷search,1979,17(1):18ꆫ23.\[11\]\[J\].없뮯쫇튻룶뎤웚뗄맽돌,탨튪듳솿뗄죋솦ꆢ닆솦AnnalsofTourismResearch,2002,29(3):720ꆫ742.뫍컯솦횧돖ꆣ싃폎쒿뗄뗘펪쿺ퟩ횯뗄뺭럑뗈풴\[12\]춨뎣뇈뷏폐쿞,폈웤쫇뛔쓇킩쒿뗄뗘펪쿺뺭럑훷Images:DoWeKnowWhatWeMean?\[J\].Journalof튪살풴폚릫릲닆헾뗄쒿뗄뗘펪쿺ퟩ횯뛸퇔,죧뫎(쿂뗚83튳)78
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