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旅游导刊  2019, Vol. 3 Issue (4): 66-92    DOI: 10.12054/lydk.bisu.98
综述论文     
目的地感官营销研究综述与展望
吕兴洋1(), 徐海军2, 李惠璠3
1. 西南财经大学工商管理学院 四川成都 611130
2. 四川大学商学院 四川成都 610064
3. 南开大学经济学院 天津 300071
A Review of Tourism Destination Marketing from Perspective of Sensory Marketing Theory
Xingyang LV1(), Haijun XU2, Huifan LI3
1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
2. School of Business, Sichuan University, Chengdu 610064, China
3. School of Economics, Nankai University, Tianjin 300071, China
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摘要:

感官是人们感知世界、获取外界信息的基础手段,因而通过对感官体验的操控将能够有效地影响消费者行为。基于这一思想,众多国外学者构建起感官营销理论。本文对感官营销理论进行引荐,阐释其对目的地营销的重要性及目的地实施感官营销的必要性,解析目的地感官营销的基本原理及心理学基础,并从视觉、听觉、味觉、嗅觉和触觉五种感官维度对2000—2016年国内外目的地营销研究文献进行系统归纳和梳理,分别探讨各感官的利用和研究现状,指出目的地营销研究面临的问题与未来可能的发展方向。研究发现目的地营销研究缺少感官视角的系统思考,感官的利用问题长期未得到应有的重视,且研究者尚未意识到目的地营销理论体系中感官研究的不可或缺性,最终造成目的地营销中感官的缺位和缺维。总体来看,当前目的地营销存在着视觉感官过载问题,相比之下,其他感官的缺位则形成了新的营销契机;目的地营销的异地性使感官的利用面临着较大的障碍,但感官具有补偿的可能;多感官交互的研究尤其匮乏,如何发挥感官间的协同效应有待探索。本文尝试拓展目的地营销的感官维度,帮助目的地营销者运用五感为目的地营销赋能。

关键词: 感官感官营销目的地营销具身认知感官通道    
Abstract:

This paper aims to introduce the theory of sensory marketing by highlighting its significance and necessity to destination marketing, analyzing its basic principles and psychological rationale, and constructing a basic research framework for its application to the destination context. Two fundamental problems must be solved when applying the sensory method to destination marketing. One concerns how to effectively express and transmit the sensory information of destination resources and position; the other deals with the behavioral mechanism and outcomes of tourists in sensory marketing. Keeping these two problems in mind, this study further systematically summarizes and reviews the domestic and international literature on destination marketing from 2000 to 2016, in the perspective of each five-sense dimension, namely vision, audition, taste, smell and touch. A total of 191 English articles and 90 Chinese papers are obtained. Historically, the number of English literature shows an increasing trend, while the number of Chinese literature has not.The extant destination marketing research lacks a systematic thinking of the sensory perspective, whose use has not received due attention for a long time. Unfortunately, the indispensability of sense in the theory system of destination marketing has not yet been realized by scholars in this field. This will ultimately lead to the vacancy of “sense” in destination marketing. Overall, the overload of visual sense and vacancy of other sense dimensions in the extant destination marketing create new opportunities for sensory marketing. The allopatric nature of destination marketing makes the adoption of senses face a big obstacle, but special techniques can make up for this flaw. Multi-sensory interaction research is particularly scarce. The play of a synergistic effect among the senses is especially worthy of examination.

Key words: sense    sensory marketing    destination marketing    embodied cognition    sensory channel
收稿日期: 2018-07-26 出版日期: 2019-09-09
PACS:  F59  
基金资助: 本文受国家社会科学基金青年项目“西南地区滑雪旅游产业竞争潜力评价及路径选择研究”(项目编号:17CTY014)资助
作者简介:

[作者简介] 吕兴洋(1985— ),男,辽宁沈阳人,博士,西南财经大学工商管理学院副教授,研究方向:旅游市场营销。Email:lvshining@126.com;徐海军(1982— ),男,江苏沭阳人,博士,研究方向:旅游产业经济,营销管理;李惠璠(1973— ),女,宁夏大武口人,博士,南开大学经济学院副教授,研究方向:消费者认知与心理、网络社区与口碑

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引用本文:

吕兴洋, 徐海军, 李惠璠. 目的地感官营销研究综述与展望[J]. 旅游导刊, 2019, 3(4): 66-92.

Xingyang LV, Haijun XU, Huifan LI. A Review of Tourism Destination Marketing from Perspective of Sensory Marketing Theory. Tourism and Hospitality Prospects, 2019, 3(4): 66-92.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.98        https://lydk.bisu.edu.cn/CN/Y2019/V3/I4/66

图1  感官营销的理论框架与基本原理
图2  目的地感官营销模型
图3  目的地感官营销相关文献情况(2000—2016)
图4  目的地感官营销文献的感官维度分类情况 注:左图为中文文献,右图为英文文献。
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