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首页> 外文期刊>Journal of Product & Brand Management >Corporate heritage tourism brand attractiveness and national identity
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Corporate heritage tourism brand attractiveness and national identity

机译：企业文化旅游品牌吸引力和民族认同

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Purpose - This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer's augmented role identity notion vis-a-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature. Design/methodology/approach - A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang's flagship shop in Beijing. Findings - The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer's augmented role identity notion. Chinese domestic tourists/customers - as members of an ethnic Chinese community - in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity. Practical implications - For TRT's managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands. Social implications - Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China's national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China's erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage - particularly in relation to its corporate heritage brands. Originality/value - This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT's history spans five centuries: a corporate provenance which is exceptional within the People's Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.
机译：目的-本文旨在研究同仁堂（TRT）作为中国企业遗产旅游品牌的吸引力，并考虑TRT对中国国民身份的重要性。这项研究考虑了Balmer的角色增强概念相对于公司传统机构/企业品牌的重要性。从公司遗产，遗产旅游和民族身份文献中获取见解。设计/方法/方法-开发了一个包含五个假设的概念模型，这为基于调查的问卷提供给访问北京同仁堂旗舰店的国内游客/顾客。调查结果-TRT公司传统旅游品牌对中国国内游客/顾客的吸引力被发现归因于其多重身份：国家，企业，临时，家族和帝国。因此，本研究为Balmer的增强角色身份概念提供了依据。作为华人社区的一分子，中国国内游客/顾客在访问TRT时不仅通过有形和无形的手段消耗了现有的公司遗产，而且还可以表达并重申他们对中国民族身份的感觉。实际意义-对于TRT的管理人员来说，应该认识到TRT作为企业遗产旅游品牌的吸引力不仅取决于其销售的产品，而且还取决于其在国家和文化意义上的象征意义。该发现适用于许多其他公司遗产/公司遗产旅游品牌的经理。社会意义-TRT药房采用原始观点，对中国的国民身份具有独特的意义。中医药，儒教和道教的宗教/哲学以及中国以前的帝国政体是中国民族认同的重要而持久的戒律。因此，TRT旗舰店/品牌具有极为重要的意义，因为中国已经消除了其许多文化遗产，尤其是与企业遗产品牌有关的文化遗产。原创性/价值-这是第一个针对企业文化遗产旅游品牌的实证研究，也是考察中国企业文化遗产/企业文化遗产旅游品牌的第一批研究之一。在专注于TRT企业传统品牌方面也很重要。 TRT成立于1669年，其历史跨越了五个世纪：公司起源在中华人民共和国内是独一无二的。该研究将企业品牌概念与新兴的企业遗产品牌领域和遗产旅游业的既定领域联系起来。

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