摘要
通过丽江大研古镇300份调查数据,研究基于游客视角的旅游小镇品牌资产构成维度和形成路径。研究结果显示,旅游小镇的品牌资产由品牌知名度、品牌形象、感知价值、感知质量和品牌忠诚五个维度构成。旅游小镇品牌资产由4条路径形成:(1)品牌知名度可直接形成品牌忠诚;(2)品牌知名度通过品牌形象、感知价值的中介形成品牌忠诚;(3)品牌知名度通过品牌形象、感知质量的中介形成品牌忠诚;(4)品牌知名度通过品牌形象、感知质量、感知价值的中介形成品牌忠诚。
This paper made a research on constitution dimensions of small tourism-towns brand equity and its approaches on an empirical study based on tourist perspectives by300questionnaires of Dayan ancient town in Lijiang prefecture.And the result show that,brand equity of small tourism-towns consist of five dimensions such as brand awareness,brand images,perceived value,perceived quality and brand loyalty.The brand assets of a tourist town are formed by4paths:(1)Brand awareness directly forms brand loyalty;(2)Brand awareness forms brand loyalty through the intermediary of brand images and perceived value;(3)Brand awareness forms brand loyalty through the intermediary of brand images and perceived quality;(4)Brand awareness forms brand loyalty through the intermediary of brand images,perceived quality and perceived value.
作者
董静
李小龙
邱守明
DONG Jing;LI Xiaolong;QIU Shouming(Faculty of Ecotourism,Southwest Forestry University,Kunming 650224,China)
出处
《云南农业大学学报（社会科学版）》
2018年第6期89-95,共7页
Journal of Yunnan Agricultural University(Social Science)
基金
云南省哲学社会科学创新团队建设项目"云南生态旅游本土化与创新研究"
关键词
游客视角
旅游小镇
品牌资产
维度
路径
tourist perspective
small tourism-towns
brand equity
dimensions
approaches
