旅游目的地品牌识别——斯洛文尼亚案例【外文翻译】

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1、外文翻译原文Tourismdestinationbrandidentity:ThecaseofSloveniaMaterialSourece:JournalofBrandManagementAuthor:MajaKonecnikINTRODUCTIONTheresearchlineoftourismdestinationbrandsismerelyinitsinfancy.Despiteearlierscepticismabouttransferringthebrandconcepttothetourismdestinationcontext,t

2、hatconcepthasdefinitelyattractedtheinterestoftourismdestinationresearchersandpractitionersoflate.Althoughdestinationbrandingappearstobeoneofthenewestresearchareas,thetopichasbeenpartlycoveredunderthealternativelabelofdestinationimagestudies,whichhasbeenasubjectofinvestigation

3、formorethan30years.RitchieandRitchie,however,statedthatthedevelopmentofacoherentandcommonlyacceptedframeworkisessentialforusingbrandingtheoryinatourismdestinationcontext.Althoughatourismdestinationcanbebranded,considerablecareshouldbetakeninthetransferofbrandingprinciplestoat

4、ourismdestinationcontext.Becauseitsapplicationwithoutsensitiveinclusionandconsiderationofthesignificanceofpublicspacemayresultinacommercialorientation,whichrunstheriskofspoilingtheidentitycharacteristicssuchassocialrelationships,historyandgeographyandbyextensionmaydestroyanar

5、ea’ssenseofplace.Inturn,withinaglobalcontextplaceidentitycancontributeimportantly,tothecreationandsustenanceofadistinctivecompetitiveedge.Raisingawarenessofthehistoricalnatureoftheconceptofcultureinrelationtothe‘extraordinary’,hattouristsareinasearchfor,isrelevantintheprocess

6、esofidentityformationatbothglobalandlocallevels.Therefore,itisessentialthatthedevelopmentofatourismdestinationbrandshouldadheretoacoherenttheoreticalframeworkandbejointlysupportedbyitsstakeholders.BRANDIDENTITYRecently,muchattentionhasbeendevotedinthebusinessandmanagementlite

7、raturetotheconceptofbrandidentity.Althoughvariousauthorshavebeenunabletoacceptacommondefinitiontheydoshareacommonopinion,namelythatbrandidentitydevelopmentisatheoreticalconceptbestunderstoodfromthesupply-sideperspective.Kapferer(p.71)providesaverysimpleandclearexplanationtoga

8、inanunderstandingofbrandidentitythatunderscoresthesignificanceofthes