乡村旅游目的地品牌开发关键成功因素探析外文翻译资料

 2022-03-31 20:50:19

Exploring the Critical Success Factors of Developing a

Brand for Rural Tourism Destination

Samuel Folorunso Adeyinka-Ojo, Vikneswaran Nair, Catheryn Khoo-Lanimore

The main aim of th is study is to explore the critical success factors(CSFs)of developing a destination brand for rural tourism. A review of the extant literature shows that there is an extensive research carried out by academics and practitioners in developing a successful destination brand. However, despite the increased interest in the place and destination branding studies, there still exists a lack of empirical study exploring specifically the CSFs of destination brand building from the perspective of rural tourism. This study attempts to bridge the existing gaps in the literature. To do so, a qualitative single case study(SCS)was adopted. Likewise, this study applied triangulation of data sources which included participant observation, documentary evidence and in-depth interview was conducted among the destination stakeholders in Bario a rural tourism destination in Sarawak, east Malaysia.findings from this study indicate specific CSFs from the context of rural tourism destination. These CSFs are mainly depended on:(a)the host community and other stakeholdersrsquo; participation;(b)provision of quality tourism services; and(c)human capital development of tourism operators. Theoretical and managerial implications are also discussed.

Keywords: Critical success factors; Rural tourism; Destination brand

  1. INTRODUCTION

Critical success factors (CSFs) are the key elements in branding strategies for destination brand building. Critical success factors explain why destination marketing practices may achieve the target goals and why it may not achieved due to the failure of a tourism destination to apply or utilise tourism attractions, financial and human resources at its disposal to build a successful destination brand. Moreover, due to increased competitiveness in the global tourism environment, destination such as nations, states, regions, cities, towns and districts need to differentiate themselves from competitors if they are to attract investment and visitors. A key strategy to achieve this success is referred to as critical success factors. In this sense, the adoption of branding from marketing paradigm to tourism destination has presented a serious challenge to tourism destination stakeholders on what should be a standard for CSFs in developing a destination brand. Despite these challenges, there are little to be found in the tourism literature on the best options or managerial concepts to be applied, and in particular CSFs for rural tourism destinations. Hence, the main purpose of this study is to explore CSFs of destination brand development in rural tourism destinations.

  1. LITERATURE REVIEW

This section reviews literature work on rural tourism, branding, destination brand and factors or strategies for successful tourism destination brand development. Rural tourism is not a new found academic field because tourists have always been motivated and attracted to spend their vacations in rural tourism destinations. Rural tourism is described as leisure activities carried out in rural areas. Currently, there is a lack of distinct differentiation among rural tourism destinations due to common characteristics associated with the rural destinations such as landscape, culture, occupation identity and food attraction. Within the global tourism industry, tourism destinations are becoming more competitive and increase in tourists demand for quality tourism services for a memorable experience. These are challenges to rural tourism destinations which make it difficult to attract potential tourists and attract repeat visit to rural tourism destination. In other to address these challenges, it becomes imperative to explore and identify the CSFs of developing a destination brand for rural tourism.

Branding is referred to as all the processes and marketing activities involved in developing a brand. In describing a destination brand, the starting point is to describe the objectives of developing a destination brand. This is because destination brand is largely inherited and developed over time, and not manufactured unlike physical products. Basically, there are four objectives of developing a destination brand namely: (1) differentiating the tourism destination from competing destinations; (2) increasing destination awareness and recognition in terms of tourist memorable experienceand amongst the potential tourists; (3) developing a favourable destination image for the tourism destination that makes tourists responsive to the destination management and marketing organisations (DMMOs) promotional and marketing messages; and (4) giving the destination a strong and compelling destination brand identity that is unique among the competitors. Destination brand is definedlsquo;as a name, symbol, logo, word or other graphic that both identifies and differentiates the destination. Destination brand also serves to consolidate and reinforce the recollection of pleasurable memories of the destination experience.

However, there are few studies appearing to have unanimously accepted that the following factors are critical in destination branding. For example, there are 33 success factors identified by the recent study, which are divided into four main groups. These include strategic orientation, destination identity and intake, stakeholder involvement, and brand implementation, monitoring and review. Similarly, there are also 17 other critical success factors in building a successful destination brand. For the purpose of this study, these CSFs were summarised into seven main themes which include destinationrsquo;s core market segments, qualitative tourist research, destinationrsquo;s competitive position, leadership and su

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  1. 乡村旅游目的地品牌开发关键成功因素探析

本研究的主要目的是探索乡村旅游目的地品牌开发的关键成功因素（CSFs）。对现存文献的回顾表明，学者和实践者对成功的目的地品牌的开发进行了广泛的研究。然而，尽管越来越多地关注地点和目的地品牌化研究，但从乡村旅游的角度来看，还缺乏实证研究来具体探讨目的地品牌建设的CSF。这项研究试图弥合现有文献中的空白。为了做到这一点，采用了定性单案例研究（SCS）。同样，本研究应用数据源的三角测量，包括参与观察、文献证据和深度访谈，在Bario东马砂拉越州的乡村旅游目的地的利益相关者之间进行。CSFs从乡村旅游地的背景出发。这些CSF主要取决于：（a）东道国社区和其他利益相关者的参与；（b）提供优质的旅游服务；（c）旅游经营者的人力资本开发。理论和管理的影响也进行了讨论。

关键词 关键成功因素；乡村旅游；目的地品牌

1.介绍

1 . jiegrave;介 shagrave;o绍

Critical success factors (CSFs) are the key elements in branding strategies for destination brand building. Critical success factors explain why destination marketing practices may achieve the target goals and why it may not achieved due to the failure of a tourism destination to apply or utilise tourism attractions, financial and human resources at its disposal to build a successful destination brand. Moreover, due to increased competitiveness in the global tourism environment, destination such as nations, states, regions, cities, towns and districts need to differentiate themselves from competitors if they are to attract investment and visitors. A key strategy to achieve this success is referred to as critical success factors. In this sense, the adoption of branding from marketing paradigm to tourism destination has presented a serious challenge to tourism destination stakeholders on what should be a standard for CSFs in developing a destination brand. Despite these challenges, there are little to be found in the tourism literature on the best options or managerial concepts to be applied, and in particular CSFs for rural tourism destinations. Hence, the main purpose of this study is to explore CSFs of destination brand development in rural tourism destinations.

关键成功因素（CSF）是目的地品牌建设战略的关键要素。关键成功因素解释了为什么旅游目的地营销实践可能达到预期目标，以及为什么旅游目的地未能应用或利用旅游景点、金融和人力资源来建立成功的目的地品牌。此外，由于全球旅游环境的竞争力不断增强，国家、地区、城市、城镇和地区等目的地要吸引投资和游客，需要与竞争对手区别开来。实现这一成功的关键策略被称为关键成功因素。从这个意义上说，从营销范式到旅游目的地的品牌化，对旅游目的地利益相关者提出了一个严峻的挑战，这就是在制定目的地品牌时应该有什么样的标准。尽管存在这些挑战，但在旅游文献中几乎没有找到最佳的选择或管理理念，尤其是乡村旅游目的地品牌创建的CSF。因此，本研究的主要目的是探讨乡村旅游目的地品牌发展的CSF。

2.文献综述

2 . weacute;n文 xiagrave;n献 zōng综 shugrave;述

This section reviews literature work on rural tourism, branding, destination brand and factors or strategies for successful tourism destination brand development. Rural tourism is not a new found academic field because tourists have always been motivated and attracted to spend their vacations in rural tourism destinations. Rural tourism is described as leisure activities carried out in rural areas. Currently, there is a lack of distinct differentiation among rural tourism destinations due to common characteristics associated with the rural destinations such as landscape, culture, occupation identity and food attraction. Within the global tourism industry, tourism destinations are becoming more competitive and increase in tourists demand for quality tourism services for a memorable experience. These are challenges to rural tourism destinations which make it difficult to attract potential tourists and attract repeat visit to rural tourism destination. In other to address these challenges, it becomes imperative to explore and identify the CSFs of developing a destination brand for rural tourism.

本部分回顾了乡村旅游、品牌化、目的地品牌以及旅游目的地品牌发展成功的因素和策略。乡村旅游不是一个新发现的学术领域，因为旅游者总是被激励和吸引到乡村旅游目的地度假。乡村旅游被描述为在农村进行的休闲旅游活动。目前，乡村旅游目的地与其他旅游地的共同特征，如景观、文化、职业认同、食物吸引力等缺乏明显的差异性。在全球旅游业中，旅游目的地越来越具有竞争力，旅游者对优质旅游服务的需求也在增加。但是难以吸引潜在的旅游者，难以吸引游客对乡村旅游目的地的重复访问都是乡村旅游目的地所面临的挑战。在解决这些挑战的同时，探索和确定农村旅游目的地品牌的CSF势在必行。

开发品牌所涉及的所有过程和营销活动被称为品牌化。在描述目的地品牌时，出发点是描述开发目的地品牌的目标。这是因为目的地品牌在很大程度上是随着时间的推移而继承和发展的，而不像物理产品那样被制造出来。基本上，开发目的地品牌的目标有四个：（1）将旅游目的地与竞争目的地区分开来；（2）增加旅游者的旅游体验和潜在旅游者对目的地的认识和认识；（3）开发旅游目的地；旅游目的地的旅游目的地形象，使旅游者对目的地管理和营销组织（DMOS）促销和营销信息做出反应；（4）给目的地提供一个独一无二的强大而令人信服的目的地品牌标识。目的地品牌被定义为标识和区分目的地的名称、符号、标志、文字或其他图形。目的地品牌也有助于巩固和加强对目的地体验的愉快回忆。

然而，很少有研究一致认为以下因素在目的品牌化中是至关重要的。例如，由最近的研究确定，有33个成功因素，分为四个主要群体，包括战略方向、目的地身份和摄入量、利益相关者参与、品牌实施、监控和审查。同样，还有17个其他关键成功因素在建立一个成功的目的地品牌。这些CSF被概括为包括目的地的核心市场细分，定性旅游研究，目的地的竞争地位，领导和支持，从最高层，品牌传播，品牌监测，利益相关者,购买和参与等七个主要主题。

综上所述，本部分过去的研究所确定的CSF的总结表明，大多数先前的研究已经提出了七种不同的成功因素，包括：（1）有效的目的地利益相关者参与规划和品牌发展；（2）创建一个品牌架构，可以在不同的目的地之间从不同品牌产生统一的国家或地方品牌；（3）良好的品牌现实，确保参观者实现难忘的体验；（4）开发品牌领导，参与和整合战略品牌开发过程中的目的品牌；（5）良好的品牌文化，体现价值、规范、符号和目的地的特定特征，以形成一个强大的目的地品牌；（6）发展目的地标识和形象识别的目的地感知的游客和他们的预期预期；（7）有效的品牌传播的利益，目的地利益相关者。这些CSF是非常重要的，但他们不是基于在农村目的地进行的实证调查，以确定他们是否适用于乡村旅游的目的地品牌发展。现有的研究在城市、地区和国家进行，在构建乡村旅游目的地品牌时，必须确定特定于目的地的CSF，因为成功的品牌没有考虑到研究语境的独特性涉及到难以实现的动态营销策略的应用。

3.方法

sān三 。 fāng方 fǎ法 lugrave;n论

For this study, qualitative research methodology, and interpretivism paradigm were adopted. This is because the researchersrsquo; orientation and beliefs that there are multiple realities, and the epistemological view that has to do with the researchersrsquo; beliefs in the interpretivism approach that multiple constructions of meaning and knowledge exist. Notably, case study research approach is found to be the most appropriate method for this study. Qualitative case study is an intensive, holistic description and analysis of a single event, phenomenon, or social unit.The case study method allows the researcher to explore detailed information from the participants until when theoretical saturation is reached. Specifically this study is a single case study(SCS) and applied triangulation of data sources that included interviews, participant observation and documentary evidence. Triangulation is one of the means to show that findings are more convincing and accurate if it is based on multiple sources of evidence. The SCS is suitable for this study because the study context is a unique or extreme rural tourism destination compared with other rural destinations in Malaysia. This claim is in harmony with the past studies that one of the major reasons for conducting a single case study is when there is an extreme case or unique case to investigate.The single case study approach has been widely used in

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