国内外旅游目的地定位研究比较分析及国内研究国际化刍议

摘要

In this increasingly competitive tourism marketplace,positioning has become critical in destination marketing.In response to the needs from both academics and practice,this article made a comparision analysis of domestic and foreign destination positioning studies based on a systematic decomposition of their relevant literature.Comparisons were primarily made from the aspects of study content,study features and study mechanism.Four overall differences shown between two literature bodies（in and abroad） were in turn summarized.Lastly,the author also put forward some basic suggestions for the promotion of the internationalization process of domestic destination positioning studies.%定位在当今旅游市场竞争愈演愈烈的形势下已成为目的地营销中至关重要的工作。本文鉴于学术研究和实践领域的需求,在系统梳理国内外目的地定位文献的基础上,从研究内容、研究特点和研究逻辑方面对二者的研究现状进行了比较分析,并总结了它们之间的4个总体差异点。最后,笔者就在未来如何推进国内研究成果国际化的问题方面提出了一些个人的基本建议。