Country and Destination Image Domains of a Place: Framework for Quantitative Comparison
该研究基于品牌资产框架和生物多样性文献，提出了一种定量描述和比较一个地方的国别形象与目的地形象的方法，并以美国为例进行了实证检验，有助于理解两者关系并指导品牌营销。
The constructs of country and destination images have been used to understand attitudes and behaviors of consumers and tourists toward products and destinations. The constructs have evolved theoretically in two distinctive streams of literature and their relationship and interactions have not been empirically substantiated. Building on Keller’s brand equity framework (K. Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing 57, no. 1 [1993]: 1–22) and biodiversity literature, the study proposes an approach to numerically describe and compare country and destination images of a place on ease of recall, richness and diversity of associations, as well as on strength, favorability, uniqueness, and types of these associations. The study empirically tests the proposed approach using the United States as an example. The approach contributes to better understanding of the two constructs and their relationships, and it is hoped that the study will aid countries and destinations in their branding and marketing efforts.