A Review of Research on Brand Building of Chinese Tourism Destinations in the Past Ttwo Decades
The construction of tourist destination brands is an important means to enhance the competitiveness of local tourism.Using 612 research papers on domestic tourism destination brand building included in the CNKI database from 2000 to 2022 as sample da-ta,CiteSpace was used to visualize and analyze existing research results,revealing the research context and trend characteristics of domestic tourism destination brand building in the past two decades.The results show that:(1)The research has gradually attracted the attention of domestic scholars since 2000,and the overall number of publications from 2000 to 2022 has shown a tortuous growth trend.(2)The research hotspots revolve around different types of entities such as rural tourism,cultural tourism,red tourism,and the Winter Olympics,based on different processes of brand building.The construction of urban tourism brands has received much atten-tion.(3)There is insufficient communication and cooperation between institutions and scholars,and a lack of interdisciplinary re-search results on tourism destination brands.(4)In future research,we need to promote interdisciplinary research on tourism destina-tion brands,using mathematical models and quantitative methods to vertically explore existing hotspots such as cultural tourism inte-gration and rural tourism;Secondly,we should actively expand the scope of horizontal research,grasp the potential trends of sports tourism brand construction mainly focused on ice and snow projects,and destination brand construction under the background of me-dia integration.Based on both horizontal and vertical dimensions,we should improve the content system of destination brand con-struction.
tourism destination brandbrand building Hot trendsCiteSpace
万方数据
维普
