消费者视角下旅游景区品牌延伸评价研究

发布时间：2018-06-21 02:53

本文选题：旅游景区 + 品牌延伸　；参考：《山东大学》2013年硕士论文

【摘要】：旅游景区是旅游系统“食住行游购娱”六个主要要素中的核心要素。我国景区现在的发展集中于景区内部,主要赢利渠道来自门票销售以及景区内纪念品销售收入,对于景区而言,其内部资源相对有限,包括空间的局限以及时间上的限制。随着企业竞争的加剧,越来越多的企业利用品牌延伸策略进入新兴市场,借助已建立的品牌声誉,缩短消费者接受新产品的时间,以期在市场开拓上达到“事半功倍”的效果。旅游景区也可借助这一品牌延伸战略,利用现有的景区品牌,开发延伸产品,进入新市场,不仅能突破景区现有资源限制,也能冲破现存的竞争格局、拓宽景区盈利渠道。旅游景区进行品牌延伸能否取得成功,如何才能成功,主要在于景区延伸产品能否赢得消费者的欢迎。如何衡量消费者对景区延伸产品的评价,其评价受到哪些因素的影响,便是本文研究的问题。通过在全国范围内选取知名景区作为研究对象,拟定延伸产品,进行消费者调研,通过文献研究,因子分析、相关分析、回归分析等实证研究方法,进行了旅游景区品牌延伸评价研究。研究得出： 1.消费者视角下旅游景区品牌延伸评价影响因素可以用景区品牌影响力、景区品牌感知质量、景区品牌与延伸产品的感知相关性、景区旅游体验感四个维度来衡量；消费者对景区延伸产品的评价可以从两个维度来衡量：对延伸产品的感知质量、对延伸产品的购买意愿。 2.旅游景区品牌延伸评价各影响因素(景区品牌影响力、景区品牌感知质量、景区品牌与延伸产品的感知相关性、景区旅游体验感)均对延伸产品评价有显著正向影响,同时对延伸产品感知质量和延伸产品购买意愿也有显著的正向影响。其中,“景区品牌与延伸产品的感知相关性”影响程度最大。本研究将品牌延伸的研究扩展到旅游景区这一特殊而具体的行业,丰富和拓展了品牌延伸的研究领域。同时通过实证研究,得出的消费者对旅游景区品牌延伸评价的影响因素及其影响方向和影响程度,对于旅游景区进行品牌延伸提供了切实的理论指导和数据支持。
[Abstract]:The tourism scenic spot is the core element of the six main elements of the tourism system " food and living " . The development of the scenic spot is concentrated in the scenic spot . The main profit - winning channel is from the sale of the ticket and the sales income of the souvenir sales in the scenic spot . With the increase of the competition of the enterprise , more and more enterprises use the brand extension strategy to enter the emerging market , with the help of the established brand reputation , shorten the time of the consumer to accept the new product , and enter the new market with the help of the established brand reputation , and can not only break through the existing resource limitation of the scenic spot , but also can break the existing competition pattern and widen the profit channel of the scenic spot .

This paper studies the brand extension of tourist attractions by selecting well - known scenic spots as research objects nationwide , developing extended products and conducting consumer research , through literature research , factor analysis , correlation analysis , regression analysis and other empirical research methods .

1 . The influencing factors of the brand extension evaluation of the tourist scenic spot under the consumer perspective can be measured by the brand influence of the scenic spot , the perceived quality of the brand of the scenic spot , the perception of the brand of the scenic spot and the extension product , and the tourism experience feeling of the scenic spot ;
Consumers ' evaluation of extension products can be measured from two dimensions : the perceived quality of extended products and the willingness to purchase extended products .

2 . The influence factors of the brand extension evaluation of the scenic spot ( the brand influence of the scenic spot , the perceived quality of the brand of the scenic spot , the perceived relevance of the brand of the scenic spot and the extension product , the feeling of the tourist experience of the scenic spot ) have a significant positive influence on the extension product evaluation , and meanwhile , there is a significant positive influence on the perceived quality of the extended product and the purchase intention of the extended product .

The research extends the research of brand extension to the special and concrete industry in the tourism scenic spot , which enriches and expands the research field of brand extension . At the same time , through the empirical research , the influence factors of the consumer on the brand extension evaluation of the scenic spot and the influence degree are obtained , and the brand extension of the tourism scenic spot is provided with practical theoretical guidance and data support .
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592;F224

【参考文献】