旅游目的地品牌个性形成的驱动因素──以重庆旅游品牌为例

发布时间：2018-05-05 17:27

本文选题：旅游目的地 + 品牌个性　；参考：《重庆师范大学学报(自然科学版)》2014年06期

【摘要】：品牌个性被认为是产品持久差异化和满足消费者象征性需求的源泉,成为品牌最重要的竞争优势。但旅游目的地品牌个性形成的驱动因素目前未有系统的探讨。本文以重庆旅游品牌为例,采用探索性因子分析法,得出品牌个性形成的5个驱动因素:目的地地格、旅游产品、品牌营销、旅游者自我概念与社会认同和品牌社区。结果显示:这5个因素均显著正向影响着重庆旅游品牌个性的形成,且影响程度存在差异,根据影响力从大到小为:品牌营销(路径系数是0.96)、目的地地格(路径系数是0.87)、旅游产品(路径系数是0.86)、旅游者自我概念与社会认同(路径系数是0.75)和品牌社区(路径系数是0.74)。该研究结果对旅游目的地品牌经营者如何塑造品牌个性有着重要启示。
[Abstract]:Brand personality is regarded as the source of lasting product differentiation and consumer symbolic demand, and it becomes the most important competitive advantage of brand. However, the driving factors of tourism destination brand personality are not systematically discussed. Taking Chongqing tourism brand as an example, this paper uses exploratory factor analysis to obtain five driving factors of brand personality formation: destination grid, tourism products, brand marketing, tourists' self-concept and social identity and brand community. The results show that the five factors have a significant positive effect on the formation of Chongqing tourism brand personality, and there are differences in the degree of influence. According to the influence from big to small: brand marketing (path coefficient is 0.96), destination grid (path coefficient is 0.87), tourism products (path coefficient is 0.86), tourists' self-concept and social identity (path coefficient is 0.75) and brand community (path coefficient is 0.74). The results of this study have important implications on how to shape brand personality of tourism destination brand operators.
【作者单位】：重庆师范大学地理与旅游学院;
【基金】：国家社会科学基金(No.09XMZ036) 重庆市教委人文社会科学研究项目(No.11ske11);重庆市教委人文社会科学研究项目(No.13SKE08)
【分类号】：F592.7

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