美国国家公园品牌个性实证研究
发布时间：2018-10-05 17:21
【摘要】：基于品牌个性和自我一致性理论,研究了美国国家公园的品牌个性、自我一致与游客行为倾向的相关性。结果表明:美国国家公园投射的品牌个性体现为独特、美丽、迷人,感知品牌个性表现为爱好野外活动、自由、好奇。独立样本t检验发现,不同性别群体对感知品牌个性中的"冒险、独立"特征存在认知差异,心理中心型与他人中心型的旅游者对投射品牌个性中"神秘、自由、狂野、独特、粗犷"的认知存在差异,对感知品牌个性中的"好奇"特征存在差异;卡方检验发现,"智者乐水,仁者乐山"在旅游情景中不成立,现实自我和理想自我与感知品牌个性一致,现实自我与理想自我一致对旅行行为倾向存在显著相关性。
[Abstract]:Based on the theory of brand personality and self-consistency, this paper studies the relationship between brand personality, self-consistency and tourist behavior tendency of American National Park. The results show that the brand personality of US National Park projection is unique, beautiful and charming, and the perceived brand personality is characterized by a love of outdoor activities, freedom and curiosity. T test of independent sample found that there were cognitive differences between different gender groups on the characteristics of "adventure and independence" in perceived brand personality, and "mystery, freedom, wild, unique" in the personality of projective brand between psychologically centered and other-centered tourists. There are differences in the rough cognition and the characteristics of "curiosity" in the perceived brand personality. The chi-square test found that "the Wise Man is happy, the benevolent Leshan" does not hold in the tourist scene, the realistic self and the ideal self are consistent with the perceived brand personality. There is a significant correlation between realistic self and ideal self on travel behavior tendency.
【作者单位】： 重庆师范大学地理与旅游学院;美国肯特州立大学公园与旅游管理系;
【基金】：国家社会科学基金项目“三峡库区乡村旅游扶贫绩效研究”(编号:16XJY017)
【分类号】：F597.12
本文编号：2254218
[Abstract]:Based on the theory of brand personality and self-consistency, this paper studies the relationship between brand personality, self-consistency and tourist behavior tendency of American National Park. The results show that the brand personality of US National Park projection is unique, beautiful and charming, and the perceived brand personality is characterized by a love of outdoor activities, freedom and curiosity. T test of independent sample found that there were cognitive differences between different gender groups on the characteristics of "adventure and independence" in perceived brand personality, and "mystery, freedom, wild, unique" in the personality of projective brand between psychologically centered and other-centered tourists. There are differences in the rough cognition and the characteristics of "curiosity" in the perceived brand personality. The chi-square test found that "the Wise Man is happy, the benevolent Leshan" does not hold in the tourist scene, the realistic self and the ideal self are consistent with the perceived brand personality. There is a significant correlation between realistic self and ideal self on travel behavior tendency.
【作者单位】： 重庆师范大学地理与旅游学院;美国肯特州立大学公园与旅游管理系;
【基金】：国家社会科学基金项目“三峡库区乡村旅游扶贫绩效研究”(编号:16XJY017)
【分类号】：F597.12
【相似文献】
相关期刊论文 前5条
1 白凯;胡宪洋;;旅游目的地品牌个性:理论来源与关系辨识[J];旅游学刊;2013年04期
2 刘秋民;;旅游水产品品牌个性的构建——以浙江舟山旅游水产品为例[J];渔业经济研究;2009年03期
3 卡尔;;嘉旺 营养均衡 理念致胜[J];餐饮世界;2012年01期
4 曲颖;李天元;;旅游目的地非功用性定位研究——以目的地品牌个性为分析指标[J];旅游学刊;2012年09期
5 ;[J];;年期
相关硕士学位论文 前7条
1 王倩;基于内容分析法的主题公园品牌个性研究[D];暨南大学;2015年
2 刘宇飞;红色旅游地品牌个性、游客满意度与忠诚度关系研究[D];江西师范大学;2015年
3 郭冰心;井冈山与韶山品牌个性比较研究[D];湖南师范大学;2015年
4 李艳娟;旅游目的地品牌个性对旅游者行为倾向影响的实验研究[D];华侨大学;2016年
5 郭芯;城市旅游品牌个性及其与感知价值的关系[D];新疆大学;2016年
6 龙美华;基于游客感知的《魅力湘西》品牌个性研究[D];湖南师范大学;2013年
7 舒晖;旅游演艺品牌个性对游客忠诚的影响研究[D];湖南师范大学;2014年
，本文编号：2254218
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2254218.html
