基于游客感知的《魅力湘西》品牌个性研究

发布时间：2018-01-19 06:00

本文关键词： 《魅力湘西》品牌品牌个性游客感知　出处：《湖南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：品牌已经成为旅游企业争夺市场最有效的手段之一,旅游企业要想牢牢吸引住客人,必须重视品牌的创建和建设。在旅游演艺产品日趋成熟的今天,如何建立一个有特色的品牌,增强市场的竞争力,成为许多演艺策划、运营企业亟需解决的问题。定性分析与定量分析相结合,揭示游客感知视角下的《魅力湘西》的品牌个性。首先,利用德尔菲技术、访谈法以及预调查,对国内学者开发的本土品牌个性量表进行纯化处理,确定《魅力湘西》品牌个性的正式量表,然后对《魅力湘西》的顾客进行问卷调查,共获得363份有效问卷,有效问卷形成数据库,利用SPSS17.0进行统计分析得出：第一,纯化处理过程确定品牌个性的41个测量项,探索性因子分析得出《魅力湘西》的品牌个性分为雅致、勇敢、仁和、时新和智慧五个维度,符合具有中国本土特色的旅游演艺产品品牌个性维度的特征；第二,方差分析得出分析结果得知已婚观演游客比未婚观演游客更加注重“仁和”品牌个性；未婚观演游客比有伴侣(已婚)或有过伴侣(离异、丧偶)的观演游客更加注重“时新”品牌个性维度。月收入中等的观演游客比其它月收入的更加注重所有品牌个性维度,说明并不是月收入越高,越注重演出所表现出的品牌个性；学生观演游客比其他观演游客更加注重“勇敢”品牌个性维度,说明未步入社会、暂时不需承担社会压力的学生更加关注演出表现出的勇敢个性；工人和下岗失业的观演人群是最不注重“时新”品牌个性的观演游客。
[Abstract]:Brand has become one of the most effective means for tourism enterprises to compete for the market. If tourism enterprises want to attract guests firmly, they must attach importance to the establishment and construction of brands. How to establish a unique brand and enhance the competitiveness of the market has become a problem urgently needed to be solved in many performing arts planning and operation enterprises. Qualitative analysis and quantitative analysis are combined to reveal the brand personality of "charm Xiangxi" from the perspective of tourists' perception. Firstly, using Delphi technology, interview method and pre-investigation. The local brand personality scale developed by domestic scholars was purified to determine the formal scale of "charm Xiangxi" brand personality, and then the "charm Xiangxi" customers were investigated. A total of 363 valid questionnaires were obtained, and valid questionnaires were formed into a database. The statistical analysis using SPSS17.0 showed that: First, the purification process to determine the brand personality of 41 measures, exploratory factor analysis found that "charm Xiangxi" brand personality is divided into five dimensions: elegant, brave, benevolent, modern and new and wisdom. In line with the characteristics of the brand personality dimension of tourism performing arts products with Chinese local characteristics; Secondly, the analysis of variance shows that the married tourists pay more attention to the brand personality than the unmarried tourists. Unmarried visitors are more likely to have a partner (married) or a partner (divorced). "widowed" visitors pay more attention to the "new" brand personality dimension. The average monthly income tourists pay more attention to all brand personality dimensions than other monthly income, indicating that the monthly income is not higher. Pay more attention to the brand personality of the performance; Students pay more attention to "brave" brand personality than other tourists, indicating that students who do not enter the society and do not need to bear social pressure pay more attention to the brave personality of the performance. Workers and laid-off performers are the least-paying attention to the brand personality of the tourists.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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