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Adding character: The role of destination mascots in tourism development
Tourism Management ( IF 12.7 ) Pub Date : 2021-06-01 , DOI: 10.1016/j.tourman.2020.104248
Valeriya Radomskaya , Philip L. Pearce

Abstract This study explores the use of destination mascots in tourism development. It steps away from the traditional investigation of yuru kyara by focusing on a wider range of anthropomorphic messengers. By mapping the historical trajectory of mascots, the researchers isolate a special subcategory of anthropomorphic characters: destination mascots. Destination mascots are introduced as a new tourism construct and a distinct type of marketing activity. This paper aims to develop and promote the term destination mascot in tourism literature. It describes the many facets of destination mascots and catalogues five distinct functions mascots can carry out for their destinations: mascots as place identity markers, cultural constructs, bonding tools, social engagement tools, and information carriers. Supplemented with multiple examples from past and present literature, this study deepens and broadens our understanding of mascot culture. It brings into view many avenues that invite further exploration.

中文翻译:

加字:目的地吉祥物在旅游发展中的作用

摘要 本研究探讨了目的地吉祥物在旅游发展中的应用。它通过关注更广泛的拟人化信使来摆脱对 yuru kyara 的传统调查。通过绘制吉祥物的历史轨迹,研究人员分离出一个特殊的拟人化角色子类别:目的地吉祥物。目的地吉祥物作为一种新的旅游结构和一种独特的营销活动被引入。本文旨在发展和推广旅游文献中的目的地吉祥物一词。它描述了目的地吉祥物的许多方面,并列出了吉祥物可以为目的地执行的五种不同功能:吉祥物作为地方身份标记、文化结构、联系工具、社会参与工具和信息载体。本研究补充了过去和现在文献中的多个例子,加深并拓宽了我们对吉祥物文化的理解。它带来了许多值得进一步探索的途径。
更新日期:2021-06-01
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