体验式品牌定位：利用在线评论制定海滩目的地的定位策略

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-07-01 DOI:10.1177/13567667221095588

Viriya Taecharungroj

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引用次数: 5

摘要

这项研究分析了游客在海滩上的体验，并为泰国海滩目的地提出了合适的品牌定位。提出了一种新的目的地定位方法，包括主题建模算法、层次聚类和使用75500条TripAdvisor评论数据的文本分析。确定了11个旅游体验和5个特色海滩目的地集群。调查结果表明，泰国旅游局应以战略和相关沟通取代目前的“一体式”信息，通过强化海滩旅游的积极体验和改善负面影响来加强品牌定位。体验式品牌定位可以帮助DMO区分多方面和动态的目的地。

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Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews

This research analysed tourist experiences on beaches and suggested appropriate brand positioning for Thai beach destinations. A new destination positioning method was proposed involving a topic modelling algorithm, hierarchical clustering and textual analysis using data from 75,500 TripAdvisor reviews. Eleven tourist experiences and five clusters of distinctive beach destinations were identified. Findings suggested that the Tourism Authority of Thailand should replace their current “all-in-one” message with strategic and relevant communications to strengthen brand positioning by reinforcing the positive experiences and improving the negative aspects of beach tourism. Experiential brand positioning can assist DMOs to differentiate destinations as multi-faceted and dynamic.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.