•  
  •  
 

Abstract

Stories help consumers to make sense of the product and/or services in marketing and branding. Especially in tourism, storytelling is an effective channel for destination brand communication. Stories are powerful because they turn myths into tangible consumer experience creators; they provide insights and encourage learning. Tourists have always needed myths-stories with attractive plots and characters to make sense of the tourism destination. So it’s important to have portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. In this paper, certain stories derived from a formerly conducted research about a city destination were investigated. Data were derived from the stories by using qualitative approach based on content analysis. Word counting, classification and labeling techniques were utilized. The analyses yielded plots, themes that were connected with the destination brand. The plots/themes included wide range of linkages reflects positive and/or negative sentiments. Also various attractive characters, places, beliefs, phenomenon, experience etc. were raised related with the destination brand as a result of analyses. After all, “Objects” and “locality” themes put forward. The results have represented a concentrated summary of the meanings subject to able to use in destination brand communication utilizable by tour guides, destination developers, marketers and brand managers.

以故事陈述方法之目的地品牌传播营销:定性分析

摘要

故事陈述有助于消费者理解在市场营销和品牌化中涉及的产品和/或服务,在旅游领域里,讲故事更是目的地品牌传播的有效渠道。故事是强而有效的,因为它们可以将神话转化为有形的消费者体验;同时激发消费者更深的理解并鼓励其学习。游客一直需要具有吸引力的情节和人物的神话故事来帮助他们了解旅游目的地;因此,在任何目的地的品牌传播中,都需要有一系列具有吸引力且积极向上的故事,并辅以有效的讲述渠道。本文的故事数据来源于早前对某一城市目的地所进行的调研;本研究采用了基于内容分析的定性方法,使用词语统计、分类及标签技术,分析得出了与目的地品牌相关的故事情节及主题。这些情节与/或主题大多反映了积极的与/或消极的情绪,涵盖了和目的地品牌相关的各种有吸引力的人物、地点、信仰、现象和体验等;并由此提炼出“物体”和“地方”两个主题。本研究总结的具有代表性的情节与/或主题可用于目的地品牌传播,可供当地导游、目的地开发商、营销人员和品牌经理使用。

关键词:市场营销 目的地品牌化 品牌传播 故事营销 旅游

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Included in

Business Commons

Share

COinS
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.