关键词: 旅游目的地, 品牌生态圈, 资源行动, 案例研究

Abstract: Building a brand ecosphere is of great significance to the sustainable development of tourism destinations, but the academic community has not made a deep research on it. Based on the perspective of resource action, this paper uses the method of case study and selects Huangling tourism destination in Wuyuan, Jiangxi Province as the research object to analyze its resource allocation and action characteristics driven by the dual factors of leaders and market pressure, and finally summarize the formation mechanism model of tourism destination brand ecosystem. The research finds that: (1) the formation of tourism destination brand ecosystem will go through three stages: core circle construction, industry circle improvement and ecosphere formation; (2) the formation process of tourism destination brand ecosphere, resource action will experience an evolution from resource patchwork, resource arrangement to resource concerto, and the resource utilization ability will also experience a transition from reconstruction ability to integration ability and then to collaboration ability; (3) the purpose of building the tourism destination brand ecosystem is to break through the industrial and organizational boundaries, and finally form a systematic competitive advantage through the empowerment and value creation of multiple subjects. The research conclusion of this paper expands the theory of brand growth and brand ecology, and provides useful management enlightenment for the practice of tourism destination brand construction.

Key words: destination brand, brand ecosphere, resource-focused action, case study