摘要
区域文化是区域品牌的重要识别和影响因素,也是区域形象的重要构成维度。从农产品区域品牌和目的地品牌的视角,通过实证研究发现,区域文化对区域形象有显著的正向影响,继而通过区域形象影响消费者的购买及旅游意愿;同时,区域文化也直接影响消费者对农产品区域品牌的购买意愿和目的地的旅游意愿。
Place culture is an important identification and influencing factor of place brand,and also an important component dimension of regional image.From the perspectives of place brand of agricultural products and destination brand,empirical research shows that place culture has a significant positive impact on place image which influences consumers’purchase and tourism intention.At the same time,place culture also has a direct positive impact on both consumers’purchase of agricultural place products and tourism intention.
作者
余云珠
YU Yun-zhu(Economic and Management School,Jiaying University Mezihou 514015,China)
出处
《嘉应学院学报》
2020年第1期45-50,共6页
Journal of Jiaying University
基金
梅州市哲学社会科学规划项目(mzsklx2017003)
广东省哲学社会科学规划项目(GD18XGL52)。
关键词
区域文化
区域形象
农产品区域品牌
目的地品牌
正向影响
Place Culture
Place Image
place brand of agricultural products
destination brand
Positive Impact
