旅游目的地品牌体验对游客忠诚的影响研究
发布时间：2018-11-24 09:38
【摘要】：随着体验经济时代的到来,品牌管理研究越来越重视消费者与品牌之间的互动关系,品牌体验应运而生,并受到学界和业界的广泛关注。国内外学者对品牌体验问题进行了大量的研究,多数集中在有形产品(手机、笔记本、饮料、汽车等)、网站、酒店、餐饮品牌体验的研究上,以旅游目的地为品牌体验对象的成果极为少见。旅游目的地品牌相对于一般产品品牌而言具有复杂性,因此,旅游目的地品牌体验问题的探讨空间很大,同时兼具理论和实践价值。本文立足于旅游目的地品牌体验问题,探讨旅游目的地品牌体验对游客忠诚的影响作用,并研究游客满意和目的地信任在二者关系中的中介作用。在明确旅游目的地品牌体验、旅游目的地信任的概念和维度的基础上,构建了旅游目的地品牌体验、目的地信任、游客满意和游客忠诚关系的概念模型。选取韶山为案例地进行实证研究,得出:(1)感官体验、情感体验、关联体验对目的地信任、游客满意度和游客忠诚有显著的正向影响;(2)思考体验对目的地信任、游客满意和游客忠诚的正向影响关系均未得到支持;(3)行为体验对游客满意有显著的正向影响,而对目的地信任和游客忠诚正向影响的假设不成立;(4)游客满意对目的地信任和游客忠诚均有显著的正向效应;(5)目的地信任显著正向影响游客忠诚。根据研究所得结论,提出了相关的管理启示,在总结研究局限的同时对未来的研究方向进行了展望。
[Abstract]:With the advent of the experience economy era, brand management studies pay more and more attention to the interaction between consumers and brands. Brand experience emerged as the times require, and has been widely concerned by the academic and industry. Scholars at home and abroad have done a lot of research on brand experience, most of which focus on tangible products (mobile phone, notebook, beverage, automobile, etc.), websites, hotels, restaurants and brand experience. The achievement of brand experience to the tourist destination is extremely rare. The tourism destination brand is more complicated than the general product brand. Therefore, the tourism destination brand experience has great space for discussion, and it has both theoretical and practical value. Based on the issue of tourism destination brand experience, this paper discusses the impact of tourism destination brand experience on tourist loyalty, and studies the intermediary role of tourist satisfaction and destination trust in the relationship between them. On the basis of defining the concept and dimension of tourism destination brand experience, tourism destination trust, this paper constructs a conceptual model of tourism destination brand experience, destination trust, tourist satisfaction and tourist loyalty. Taking Shaoshan as a case study, it is concluded that: (1) sensory experience, emotional experience and related experience have significant positive effects on destination trust, tourist satisfaction and tourist loyalty; (2) the positive influence of thinking experience on destination trust, tourist satisfaction and tourist loyalty has not been supported; (3) Behavioral experience has a significant positive effect on tourist satisfaction, while the hypothesis of positive influence on destination trust and tourist loyalty is not true, (4) tourist satisfaction has significant positive effect on destination trust and tourist loyalty. (5) destination trust has a significant positive effect on tourist loyalty. According to the conclusion of the study, this paper puts forward the relevant management enlightenment, summarizes the limitations of the research and prospects the future research direction.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6
[Abstract]:With the advent of the experience economy era, brand management studies pay more and more attention to the interaction between consumers and brands. Brand experience emerged as the times require, and has been widely concerned by the academic and industry. Scholars at home and abroad have done a lot of research on brand experience, most of which focus on tangible products (mobile phone, notebook, beverage, automobile, etc.), websites, hotels, restaurants and brand experience. The achievement of brand experience to the tourist destination is extremely rare. The tourism destination brand is more complicated than the general product brand. Therefore, the tourism destination brand experience has great space for discussion, and it has both theoretical and practical value. Based on the issue of tourism destination brand experience, this paper discusses the impact of tourism destination brand experience on tourist loyalty, and studies the intermediary role of tourist satisfaction and destination trust in the relationship between them. On the basis of defining the concept and dimension of tourism destination brand experience, tourism destination trust, this paper constructs a conceptual model of tourism destination brand experience, destination trust, tourist satisfaction and tourist loyalty. Taking Shaoshan as a case study, it is concluded that: (1) sensory experience, emotional experience and related experience have significant positive effects on destination trust, tourist satisfaction and tourist loyalty; (2) the positive influence of thinking experience on destination trust, tourist satisfaction and tourist loyalty has not been supported; (3) Behavioral experience has a significant positive effect on tourist satisfaction, while the hypothesis of positive influence on destination trust and tourist loyalty is not true, (4) tourist satisfaction has significant positive effect on destination trust and tourist loyalty. (5) destination trust has a significant positive effect on tourist loyalty. According to the conclusion of the study, this paper puts forward the relevant management enlightenment, summarizes the limitations of the research and prospects the future research direction.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6
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