{"id":27774,"date":"2023-12-07T04:44:43","date_gmt":"2023-12-07T04:44:43","guid":{"rendered":"https:\/\/masterskills.org\/blog\/thuong-hieu-diem-den-destination-brand-la-gi-thuoc-tinh-co-ban.html"},"modified":"2023-12-22T16:55:43","modified_gmt":"2023-12-22T09:55:43","slug":"thuong-hieu-diem-den-destination-brand-la-gi-thuoc-tinh-co-ban","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thuong-hieu-diem-den-destination-brand-la-gi-thuoc-tinh-co-ban.html","title":{"rendered":"Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn (Destination brand) l\u00e0 g\u00ec? Thu\u1ed9c t\u00ednh c\u01a1 b\u1ea3n"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: deutschland)<\/p>\n<\/figcaption><\/figure>\n

Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn<\/b> t\u1ea1m d\u1ecbch sang ti\u1ebfng Anh l\u00e0 Destination brand.<\/b><\/p>\n

– Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn<\/b> l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a du kh\u00e1ch d\u1ef1a tr\u00ean s\u1ef1 tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf, nghe k\u1ec3 l\u1ea1i, ho\u1eb7c ti\u1ec1m th\u1ee9c c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u00edch th\u1ef1c c\u1ee7a m\u1ed9t \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch. N\u00f3 t\u00e1c \u0111\u1ed9ng t\u1edbi th\u00e1i \u0111\u1ed9 v\u00e0 c\u1ea3m x\u00fac c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi \u0111i\u1ec3m \u0111\u1ebfn.\u00a0<\/p>\n

– M\u1ecd\u0302t trong nh\u01b0\u0303ng \u0111i\u0323nh nghi\u0303a \u0111u\u031b\u01a1\u0323c tri\u0301ch d\u00e2\u0303n nhi\u00ea\u0300u nh\u00e2\u0301t v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u \u0111i\u00ea\u0309m \u0111\u00ea\u0301n la\u0300 \u0111i\u0323nh nghi\u0303a \u0111u\u031b\u01a1\u0323c gi\u01a1\u0301i thi\u1eb9\u0302u b\u01a1\u0309i Ritchie & Ritchie (1998).\u00a0<\/p>\n

Theo \u0111o\u0301, thu\u031bo\u031bng hi\u1eb9\u0302u \u0111i\u00ea\u0309m \u0111\u00ea\u0301n<\/b> la\u0300 m\u1ecd\u0302t ca\u0301i te\u0302n, bi\u00ea\u0309u tu\u031b\u01a1\u0323ng, logo, ho\u1ea1\u0306c hi\u0300nh a\u0309nh (Graphic) kha\u0301c nh\u0103\u0300m xa\u0301c \u0111i\u0323nh va\u0300 pha\u0302n bi\u1eb9\u0302t m\u1ecd\u0302t \u0111i\u0323a \u0111i\u00ea\u0309m (place), cu\u0303ng nhu\u031b no\u0301 pha\u0309i chuy\u00ea\u0309n ta\u0309i l\u01a1\u0300i h\u01b0\u0301a v\u00ea\u0300 m\u1ecd\u0302t tra\u0309i nghi\u1eb9\u0302m du li\u0323ch \u0111a\u0301ng nh\u01a1\u0301 \u0111u\u031b\u01a1\u0323c lie\u0302n k\u00ea\u0301t duy nh\u00e2\u0301t v\u01a1\u0301i m\u1ecd\u0302t \u0111i\u0323a \u0111i\u00ea\u0309m, \u0111\u00f4\u0300ng th\u01a1\u0300i no\u0301 pha\u0309i go\u0301p ph\u00e2\u0300n ta\u0306ng cu\u031b\u01a1\u0300ng va\u0300 cu\u0309ng c\u00f4\u0301 nh\u01b0\u0303ng ki\u0301 \u01b0\u0301c thu\u0301 vi\u0323 g\u0103\u0301n li\u00ea\u0300n v\u01a1\u0301i m\u1ecd\u0302t \u0111i\u0323a \u0111i\u00ea\u0309m (Ritchie & Ritchie, 1998).\u00a0<\/p>\n

M\u1ea1\u0306c du\u0300 \u0111i\u00ea\u0309m \u0111\u00ea\u0301n \u0111u\u031b\u01a1\u0323c nhi\u0300n nh\u1ea1\u0302n nhu\u031b m\u1ecd\u0302t sa\u0309n ph\u00e2\u0309m va\u0300 t\u01b0\u0300 \u0111o\u0301 thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a ca\u0301c \u0111i\u00ea\u0309m \u0111\u00ea\u0301n du li\u0323ch cu\u0303ng \u0111u\u031b\u01a1\u0323c hi\u0300nh tha\u0300nh (Prichard & Morgan, 1998);\u00a0<\/p>\n

Tuy v\u1ea1\u0302y, co\u0301 nh\u01b0\u0303ng tr\u01a1\u0309 nga\u0323i nh\u00e2\u0301t \u0111i\u0323nh khi xa\u0301c \u0111i\u0323nh thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a \u0111i\u00ea\u0309m \u0111\u00ea\u0301n vi\u0300 so v\u01a1\u0301i m\u1ecd\u0302t sa\u0309n ph\u00e2\u0309m (di\u0323ch vu\u0323) \u0111i\u00ea\u0309n hi\u0300nh thi\u0300 \u0111i\u00ea\u0309m \u0111\u00ea\u0301n du li\u0323ch lie\u0302n quan \u0111\u00ea\u0301n nhi\u00ea\u0300u y\u00ea\u0301u t\u00f4\u0301, ch\u0103\u0309ng ha\u0323n nhu\u031b:\u00a0<\/p>\n

Pho\u0300ng \u01a1\u0309, \u0111i\u00ea\u0309m tham quan, chi\u0301nh sa\u0301ch du li\u0323ch, nga\u0300nh co\u0302ng nghi\u1eb9\u0302p du li\u0323ch (Cai, 2002), cu\u0303ng nhu\u031b te\u0302n cu\u0309a m\u1ecd\u0302t \u0111i\u00ea\u0309m \u0111\u00ea\u0301n g\u00e2\u0300n nhu\u031b \u0111u\u031b\u01a1\u0323c xa\u0301c \u0111i\u0323nh tru\u031b\u01a1\u0301c b\u01a1\u0309i ca\u0301c te\u0302n hi\u1eb9\u0302n ta\u0323i cu\u0309a \u0111i\u0323a \u0111i\u00ea\u0309m (Kim & c\u1ecd\u0302ng s\u01b0\u0323, 2009).\u00a0<\/p>\n

Do \u0111o\u0301, \u0111i\u0323nh nghi\u0303a v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u \u0111i\u00ea\u0309m \u0111\u00ea\u0301n (Destination brand) la\u0300 kha\u0301 i\u0301t va\u0300 ta\u0309n ma\u0301t trong l\u00ed<\/span> thuy\u00ea\u0301t.\u00a0<\/p>\n

Ca\u0301c nha\u0300 nghie\u0302n c\u01b0\u0301u \u0111a\u0303 nh\u00e2\u0301n ma\u0323nh t\u00e2\u0300m quan tro\u0323ng cu\u0309a xa\u0302y d\u01b0\u0323ng thu\u031bo\u031bng hi\u1eb9\u0302u \u0111i\u00ea\u0309m \u0111\u00ea\u0301n, \u0111o\u0301 la\u0300 m\u1ecd\u0302t tha\u0300nh ph\u00e2\u0300n cu\u0309a hoa\u0323t \u0111\u1ecd\u0302ng marketing \u0111\u00ea\u0309 ta\u0323o ra hi\u0300nh a\u0309nh, logo, bi\u00ea\u0309u tu\u031b\u01a1\u0323ng va\u0300 nh\u1ea1\u0302n th\u01b0\u0301c chi\u0301nh xa\u0301c cu\u0309a kha\u0301ch du li\u0323ch (Blain va\u0300 c\u1ecd\u0302ng s\u01b0\u0323, 2005);\u00a0<\/p>\n

\u0110\u00f4\u0300ng th\u01a1\u0300i cu\u0309ng c\u00f4\u0301 s\u01b0\u0323 \u0111\u1ecd\u0302c \u0111a\u0301o, h\u00f4\u0303 tr\u01a1\u0323 s\u01b0\u0323 hi\u0300nh tha\u0300nh, pha\u0301t tri\u00ea\u0309n va\u0300 hi\u00ea\u0309n thi\u0323 hi\u0300nh a\u0309nh ti\u0301ch c\u01b0\u0323c cu\u0309a m\u1ecd\u0302t \u0111i\u00ea\u0309m \u0111\u00ea\u0301n du li\u0323ch \u0111\u00ea\u0301n thi\u0323 tru\u031b\u01a1\u0300ng mu\u0323c tie\u0302u (Baker & Cameron, 2008).<\/p>\n

Thu\u1ed9c t\u00ednh c\u01a1 b\u1ea3n<\/font><\/h3>\n

Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn g\u1ed3m c\u00e1c thu\u1ed9c t\u00ednh c\u01a1 b\u1ea3n sau:<\/b><\/p>\n

– L\u00e0 \u0111\u1eb7c t\u00ednh c\u1ea1nh tranh c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m hay c\u1ee7a m\u1ed9t \u0111i\u1ec3m \u0111\u1ebfn, t\u1ea1o cho s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111i\u1ec3m \u0111\u1ebfn \u0111\u00f3 n\u00e9t \u0111\u1ed9c \u0111\u00e1o v\u00e0 kh\u00e1c bi\u1ec7t so v\u1edbi nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c;<\/p>\n

– L\u00e0 b\u1ea3n ch\u1ea5t ho\u1eb7c \u0111\u1eb7c t\u00ednh c\u1ed1t l\u00f5i c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c m\u1ed9t \u0111i\u1ec3m \u0111\u1ebfn, bao g\u1ed3m c\u00e1 t\u00ednh ri\u00eang bi\u1ec7t t\u1ea1o n\u00ean n\u00e9t \u0111\u1eb7c th\u00f9 v\u00e0 kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh;<\/p>\n

– L\u00e0 n\u00e9t tinh t\u00fay, \u0111\u1ed9c \u0111\u00e1o c\u1ee7a \u0111i\u1ec3m \u0111\u1ebfn, t\u1ea1o \u1ea5n t\u01b0\u1ee3ng s\u00e2u s\u1eafc v\u00e0 \u0111\u01b0\u1ee3c l\u01b0u gi\u1eef m\u00e3i trong t\u00e2m tr\u00ed c\u1ee7a du kh\u00e1ch;<\/p>\n

– L\u00e0 m\u1ed1i quan h\u1ec7 t\u01b0\u01a1ng quan n\u0103ng \u0111\u1ed9ng gi\u1eefa s\u1ea3n ph\u1ea9m v\u00e0 s\u1ef1 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c kh\u00e1ch du l\u1ecbch ti\u1ec1m n\u0103ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00f3; t\u1ed3n t\u1ea1i v\u00e0 \u0111\u1ea3m b\u1ea3o th\u1ef1c s\u1ef1 tin c\u1eady, kh\u00f4ng \u0111\u01b0\u1ee3c h\u01b0 c\u1ea5u, li\u00ean t\u1ee5c \u0111\u01b0\u1ee3c vun \u0111\u1eafp v\u00e0 ph\u00e1t tri\u1ec3n;<\/p>\n

– L\u00e0 n\u1ec1n t\u1ea3ng c\u01a1 b\u1ea3n cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb truy\u1ec1n th\u00f4ng v\u00e0 c\u00e1c \u1ee9ng x\u1eed \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: T\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn: G\u00f3c nh\u00ecn t\u1eeb c\u01a1 s\u1edf l\u00ed lu\u1eadn, Nguy\u00ea\u0303n Phu\u0301c Nguye\u0302n, TS., Tr\u00e2\u0300n Trung Vinh, TS., Tru\u031b\u01a1\u0300ng \u0110a\u0323i ho\u0323c Kinh t\u00ea\u0301\u00a0–\u00a0\u0110a\u0323i ho\u0323c \u0110a\u0300 N\u0103\u0303ng. T\u1ed5ng c\u1ee5c Du l\u1ecbch)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Th\u01b0\u01a1ng hi\u1ec7u \u0111i\u1ec3m \u0111\u1ebfn (ti\u1ebfng Anh: Destination brand) l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng c\u1ea3m nh\u1eadn c\u1ee7a du kh\u00e1ch d\u1ef1a tr\u00ean s\u1ef1 tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf, nghe k\u1ec3 l\u1ea1i, ho\u1eb7c ti\u1ec1m th\u1ee9c c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u00edch th\u1ef1c c\u1ee7a m\u1ed9t \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27774"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27774"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27774\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}