摘要
本研究基于旅游者的视角构建旅游目的地品牌权益测量模型,并使用来自中国的经验数据对其进行检验和修正。研究发现:旅游目的地品牌权益包括4个维度:品牌知晓、品牌形象、品牌质量、品牌忠诚。其中,品牌知晓是品牌权益的基本来源,对品牌形象和品牌质量有显著直接影响;品牌形象是品牌权益的最重要维度,显著影响品牌质量和品牌忠诚;品牌质量显著影响品牌忠诚;品牌忠诚是品牌权益的核心概念,是品牌建设追求的重要目标。
The competition among tourist destinations is gradually demonstrated by brand competition. As an important evaluation variable of destination branding, destination brand equity is being explored by tourism researchers. So far, domestic and international research about the destination brand equity has just begun, and the focus is put on exploration of the content, structure and measurement of destination brand equity. This study builds a measurement model of the tourism destination brand equity from tourist perspective, and makes an empirical test and revision with data from China. The results of the study indicate that tourism destination brand equity includes four dimensions： brand awareness, brand image, brand quality and brand loyalty. Among which brand awareness, the basic source of brand equity, has a significant direct impact on brand quality, and brand image, the most important dimension of brand equity, that has a significant influence on brand loyalty, and brand quality which has a significantly influence on brand loyalty. And it is found that brand loyalty, the core concept of brand equity, is an important goal of brand building.
出处
《旅游科学》
CSSCI
2013年第1期52-63,共12页
Tourism Science
基金
教育部人文社会科学研究项目"基于旅游者视角的国家权益评价模型"(12YJAZH189)
安徽省社科规划项目"皖南国际旅游区品牌权益的评价与管理:基于顾客视角的研究"(AHSK09-10D90)
