真有之情和应有之情:旅游目的地品牌情感模型研究——基于自我构念的调节作用
发布时间：2018-08-26 14:18
【摘要】：将品牌情感的两个维度——"真有之情"和"应有之情"纳入旅游目的地品牌情感模型,并将自我构念作为调节变量,以大学生为样本,使用结构方程模型检验了真有之情、应有之情、目的地态度和旅游意向之间的关系。研究发现:(1)旅游目的地品牌情感具有"真有之情"和"应有之情"两个维度,且真有之情的影响作用大于应有之情;(2)自我构念会调节品牌情感(真有之情/应有之情)和目的地态度之间的关系,外显的(品牌)情感差异和内隐的自我(构念)差异具有一致性。因此,旅游目的地营销组织要根据游客自我构念类型进行市场细分、培育差异化品牌、激发游客的真有之情和应有之情。
[Abstract]:The two dimensions of brand emotion, "true feeling" and "due feeling", are brought into the brand emotion model of tourism destination, and self-construction is taken as the adjustment variable, and college students are taken as samples, and the structure equation model is used to test the true feeling. The relationship between due feeling, destination attitude and travel intention. The results show that: (1) the brand emotion of tourism destination has two dimensions: "true feeling" and "due feeling". (2) Self-construction can regulate the relationship between brand emotion (true feeling / due feeling) and destination attitude. Explicit (brand) emotional differences and implicit self (structuring) differences are consistent. Therefore, tourism destination marketing organizations should segment the market according to the types of tourists' self-construction, cultivate differentiated brands, and stimulate the true feelings and due feelings of tourists.
【作者单位】： 武汉大学经济与管理学院;
【基金】：国家自然科学基金项目“基于多重关系网络演化的用户创造内容机制研究:以社会化购物为背景”(编号:71372127)
【分类号】：F592
，
本文编号：2205127
[Abstract]:The two dimensions of brand emotion, "true feeling" and "due feeling", are brought into the brand emotion model of tourism destination, and self-construction is taken as the adjustment variable, and college students are taken as samples, and the structure equation model is used to test the true feeling. The relationship between due feeling, destination attitude and travel intention. The results show that: (1) the brand emotion of tourism destination has two dimensions: "true feeling" and "due feeling". (2) Self-construction can regulate the relationship between brand emotion (true feeling / due feeling) and destination attitude. Explicit (brand) emotional differences and implicit self (structuring) differences are consistent. Therefore, tourism destination marketing organizations should segment the market according to the types of tourists' self-construction, cultivate differentiated brands, and stimulate the true feelings and due feelings of tourists.
【作者单位】： 武汉大学经济与管理学院;
【基金】：国家自然科学基金项目“基于多重关系网络演化的用户创造内容机制研究:以社会化购物为背景”(编号:71372127)
【分类号】：F592
，
本文编号：2205127
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