From"Popularity in Media"to"Value Co-Creation":Shaping the Destination Brand Ecosphere of Non-Traditional Tourist Cities
The rise of social media platforms has spawned a popular"checking in Internet-famous places"and a number of"Internet celebrity cities".For non-traditional tourism cities,while it is easy to be popular in the media,it is difficult to form relatively mature and stable brand images of tourist destination.The brand ecosphere is considered a distinct type of brand ecosystem,presenting a hierarchical circular structure.It focuses on the value co-creative behavior of stakeholders associated with the brand,which serves as a theoretical foundation for exploring the sustainable development of destination brands.The occurrence of the"Zibo barbecue"phenomenon in 2023 has provided a model for shaping the tourist destination brand ecosphere from a single element on Netflix.Through analyzing the key events of"Zibo Barbecue",we find the brand ecosystem in non-traditional tourist cities can be divided into four stages:the pre-brand ecosphere stage focusing on"effective governance",the brand core circle shaping stage focusing on"core intellectual property(IP)creation",the form-brand ecosphere stage focusing on"value co-creation"and the future sustainable development stage of city brand ecosphere focusing on"adaptive evolution capability".The initial three stages are driven by market fit,sensory authenticity,interaction participation,multi-agent linkage,and emotional experience,respectively.The results of this study demonstrate that non-traditional tourist cities can overcome the constraints imposed by their conventional tourism resources,therefore they are able to achieve sustainable development of destination brands through a transition from"media out of the loop"to"value co-creation."Findings are illustrated in the following five aspects.Firstly,urban governance measures are effectively implemented,exploring the unique local lifestyle and cultural experience,and fostering an improved environment for the destination brand ecosystem.Secondly,content production is focused,establishing a core IP brand group that is topical and represents the values of the destination.This group will serve as the foundation of the destination brand ecosystem,consistently offering tourists attractions and"hit places".Thirdly,social media platforms are used,combining public and private traffic,seizing traffic opportunities,and realizing online and offline fissile communication.Fourthly,the interactive participation of various stakeholders and the emotional experience of tourists is emphasized,particularly in terms of their perception and satisfaction with the city order,customs,cultural atmosphere,and the behavior of the residents,to attain a distinctive competitive edge.Fifthly,the exchange of resources and fostering collaborative promotion among the diverse stakeholders within the ecosystem is facilitated,with the aim of achieving value co-creation and shaping a sustainable destination brand ecosystem,which ultimately promotes the high-quality development of city tourism and other industries.The results of this study provide insights for non-traditional tourism cities to create a sustainable development model from the popularity in media to destination brand ecosphere of value co-creation.
Popularity in mediaNon-traditional tourist cityInternet celebrity cityBrand ecosphereZibo barbecue
NETL
NSTL
万方数据
