基于游客视角的景区品牌资产模型构建

发布时间：2018-03-29 10:05

本文选题：景区品牌资产　切入点：品牌情感　出处：《江西师范大学》2017年硕士论文

【摘要】：近年来,旅游目的地的竞争日益加剧,旅游目的地的竞争也逐渐从旅游资源和旅游产品的竞争过渡到旅游品牌的竞争,各地方旅游景区加快了景区旅游目的地品牌的建设和打造,品牌成为旅游目的地开拓市场的有力工具,景区目的地管理也从传统的品牌管理时代进入到战略品牌资产管理时代,景区旅游目的地品牌资产模型建立显得尤为重要,对景区管理具有理论指导意义。旅游目的地品牌资产评估作为目的地品牌资产经营管理的重要依据,对于目的地的投资者、管理者、相关从业人员及目的地自身都有着十分重要的意义。由于目的地本身的复杂性和综合性,旅游目的地品牌资产的形成维度、模型建立和测量指标向来是国内外学术界和实务界研究的重点。目前一些学者对此做出了开创性探索,但是学者们观点也是各不相同。学者们构建了具有差异性的旅游目的地品牌资产模型,不同模型的构成维度也不尽相同,对各维度之间的逻辑关系也没有达成统一的观点。国外对旅游目的地品牌资产的研究相比国内要早,并且要成熟。国内在酒店餐饮品牌资产方面取得一定研究成果,相比而言旅游地品牌资产研究才刚刚处于一个起步阶段。2000年“旅游品牌”一词出现,国内掀起了对旅游品牌的探索,而今越来越多的学者投身于对旅游目的地品牌资产的研究。目前大部分学者研究重点在旅游目的地品牌形成后的经营与管理上,很少学者对旅游目的地品牌的形成机理进行研究,目前相关研究视角主要停留在游客视角。本文在对国内外游客视角目的地品牌资产研究进行系统梳理和评述基础之上,以态度的构成要素和态度行为关系为理论切入点,按照“认知→情感→行为”的基本逻辑体系,构建了涵盖游客对目的地品牌的认知和记忆、情感态度、行为等三层次的“五维”景区品牌资产概念模型,探讨该模型空间普适性。以山岳型景区品牌庐山和三清山为例,经过验证性因子分析、多样本恒等性检验发现,该景区品牌资产概念模型具有跨样本的稳定性和有效性。本文的实证研究更进一步证明了品牌情感对于景区建立强势品牌有着至关重要的作用,也证实了本文引入的态度三要素理论及态度逻辑关系“认知-情感-行为意向”构建的游客视角的景区品牌资产概念模型的可验证性。构建的景区品牌资产模型通过多样本恒等性检验,验证了该模型具有跨空间普适性,为研究景区品牌资产提供了一个新的研究视角。本研究拓展了目的地景区品牌资产定量研究方法,将结构方程模型成功应用于不同旅游目的地,对认清目标市场游客在消费心理、情感和行为方面的一般变化规律,为其创立强势品牌、制订和调整营销策略提供了理论依据。
[Abstract]:In recent years, the competition of tourism destination is becoming more and more intense, and the competition of tourism destination is gradually changing from the competition of tourism resources and tourism products to the competition of tourism brand. Local scenic spots speed up the construction and creation of tourist destination brands, and brand has become a powerful tool for developing the market of tourist destinations. Destination management of scenic spots has also entered the era of strategic brand asset management from the traditional era of brand management. The establishment of tourism destination brand equity model is particularly important and has theoretical significance for scenic spot management. As an important basis for destination brand asset management, the evaluation of tourism destination brand equity is important for the investors of destination. Managers, relevant practitioners and destinations themselves are of great significance. Because of the complexity and comprehensiveness of destination itself, tourism destination brand equity formation dimension, Modeling and measuring indicators have always been the focus of academic and practical research at home and abroad. However, scholars have different viewpoints. Scholars have constructed different brand equity models of tourist destinations, and the dimensions of different models are also different. Foreign research on brand equity of tourist destination is earlier and more mature than in China. Domestic research on hotel and restaurant brand equity has made some achievements. In contrast, the study of tourism destination brand equity is just in its infancy. In 2000, the term "tourism brand" appeared, and domestic exploration of tourism brand was launched. Nowadays, more and more scholars devote themselves to the research on the brand equity of tourism destination. At present, most scholars focus on the management and management of tourism destination brand after the formation of the brand. Few scholars have studied the formation mechanism of tourism destination brand. At present, the related research perspective is mainly in the tourist perspective. This paper makes a systematic review and comment on the domestic and foreign tourist perspective on destination brand equity. Taking the relationship between attitude and attitude and behavior as the theoretical breakthrough point, according to "Cognition" 鈫扙motion. 鈫扵he basic logic system of "behavior", the concept model of "five-dimensional" scenic spot brand equity, which includes tourists' cognition and memory of destination brand, emotional attitude, behavior and so on, is constructed. The spatial universality of the model is discussed. Taking Lushan Mountain and Sanqing Mountain as examples, through confirmatory factor analysis, it is found that the identity of many samples is tested. The concept model of brand equity of scenic spot has the stability and validity of cross-sample. The empirical study in this paper further proves that brand emotion plays an important role in the establishment of strong brand in scenic spot. It also proves the verifiability of the concept model of scenic spot brand equity, which is constructed from the tourist's angle of view, which is based on the theory of three elements of attitude introduced in this paper and the logical relation of attitude "Cognitive, Affective and Behavioral intention". Through the multi-sample identity test, It is verified that the model is cross-spatial and universal, which provides a new perspective for the study of brand equity in scenic spots. This study extends the quantitative research method of brand equity in destination scenic spots. The structural equation model is successfully applied to different tourist destinations, which provides a theoretical basis for the establishment of strong brands and for the formulation and adjustment of marketing strategies in order to recognize the general changing rules of tourists' consumption psychology, emotion and behavior in the target market.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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