CAJ | 학술논문

本文回顾了旅游目的地品牌化研究的起源、发展历程,评析了旅游目的地品牌化内涵、目标、概念性框架、运行、障碍及评价研究的状况.本文认为,当前研究逐渐“合流”,形成跨学科的研究领域,战略研究视角成为一种新趋势.本文认为,进一步的研究,应重点关注“做什么”“怎么做”和“结果如何”的问题,应重视引入案例研究、扎根理论等质性研究方法.
본문회고료여유목적지품패화연구적기원、발전역정,평석료여유목적지품패화내함、목표、개념성광가、운행、장애급평개연구적상황.본문인위,당전연구축점“합류”,형성과학과적연구영역,전략연구시각성위일충신추세.본문인위,진일보적연구,응중점관주“주십요”“즘요주”화“결과여하”적문제,응중시인입안례연구、찰근이론등질성연구방법.
This paper briefly reviewed the origin and history of tourism destination branding research, made an assessment and analysis of the status of the researches on their connotations, conceptual frameworks, operation, barriers and evaluations. It argued that the current studies are gradually collaborating to form a inter-discipline research field newly trended by strategic research perspective. Therefore, further studies should be mainly concerned about “what”, “how” and the consequences with the focus on introducing qualitative research techniques such as case studies and Grounded Theory.