摘要
近年来,随着旅游竞争的日趋激烈,除了部分具有资源禀赋的不可复制的自然和人文资源外,其它的旅游吸引物趋同,为了吸引更多的旅游者,旅游目的地往往加大宣传促销,旅游信息日益增多；与之相反,旅游者由于生活节奏加快和工作压力增大,能够用以对产品特征深入辨析并进行选择的时间却越来越少,这就带来了旅游信息大量增加和旅游者注意力稀缺之间的矛盾。同时,全球化、服务的商品化、中间商影响力的增强、消费者经验的累积以及媒体费用的增加等也给旅游目的地营销带来了巨大的挑战,品牌化作为将自身与竞争对手区别开、获取竞争优势的重要手段被引入旅游目的地营销中,品牌和品牌影响力日益成为核心性的竞争资产,旅游目的地管理也从传统的品牌管理时代进入到战略品牌资产管理时代。
品牌化投入的不断增加要求旅游目的地营销组织对品牌化绩效进行评价,品牌资产作为评价品牌化绩效的通用指标被引入旅游目的地层面。由于相关统计数据匮乏和旅游目的地的公共性,基于财务视角的品牌资产评价很难运用于旅游目的地层面,同时,这种评价也不能为旅游目的地品牌化实践提供有益借鉴,因而,学者们转而从消费者视角对这一问题进行探讨。与财务视角评价不同,基于消费者的品牌资产从品牌对消费者价值的视角看待品牌资产,为基于财务视角的将品牌资产作为资产负债表上的无形资产提供了替代性选择,并由于关注品牌资产的来源而日益受到研究者的重视。
本研究依据旅游目的地特点,借鉴国内外品牌资产研究领域最新成果,结合深度访谈结论,构建了包含区域形象、目的地品牌知名度、目的地品牌形象、目的地感知质量、目的地感知价值和目的地品牌忠诚的旅游目的地品牌资产模型,为每一维度开发了相应的评价量表。通过运用预调研数据进行探索性因子分析发现,在旅游目的地层面,感知质量和感知价值合并为一个新的维度,本研究将其命名为感知绩效,并运用正式调研数据对新构建的五维度模型进行了实证检验。期望通过本研究,构建适合旅游目的地特点的基于消费者的品牌资产模型,以为目的地营销组织提供实用的品牌化绩效评价工具。
具体来说,本文的主要研究结论包括：
1、基于消费者的品牌资产概念可以运用于旅游目的地层面,源于一般市场营销研究领域的评价工具为旅游目的地品牌资产评价提供了可靠和有效的途径。但由于旅游目的地产品的复杂性、生产与消费的同步性等特点,在将已有的品牌资产概念运用于旅游目的地层面时,研究者应依据旅游目的地的特点选择相应的维度,并为每一维度开发针对性的评价量表。
2、旅游目的地品牌资产的生成遵循旅游目的地品牌本体构建—消费者品牌接触—消费者品牌认可—目的地品牌资产生成的路径,在这一过程中,利益相关者品牌内化扮演着重要角色。其中,品牌本体构建是旅游目的地品牌资产生成的前提,旅游者品牌接触是旅游目的地品牌资产生成的基础,旅游者品牌认同是旅游目的地品牌资产生成的关键,利益相关者品牌内化是旅游目的地品牌资产生成的保障。
3、基于消费者的旅游目的地品牌资产的价值构成是多维的,本研究综合深度访谈、理论回顾和实证检验发现,基于消费者的旅游目的地品牌资产价值构成包含区域形象、目的地品牌知名度、目的地品牌形象、目的地感知绩效和目的地品牌忠诚。其中,感知绩效是基于消费者旅游目的地品牌资产的特有维度,也是重要构成维度,与目的地品牌忠诚的相关度最高。品牌知名度对旅游目的地品牌资产的重要性虽然不及感知绩效,却是旅游目的地品牌资产形成和累积的基础,因为只有具有一定的知名度,旅游目的地才能被旅游者所认知,进而接受。
4、旅游目的地品牌资产不同构成维度不是并列的,而是依据消费者的认知逻辑存在特定的路径关系。其中,区域形象和目的地品牌知名度属于外生变量,目的地品牌形象、目的地感知绩效和目的地品牌忠诚属于内生变量,区域形象、目的地品牌知名度、目的地品牌形象和目的地感知绩效等都直接或间接的对目的地品牌忠诚产生影响。
本文的主要创新点包括：
1、从消费者视角分析旅游目的地品牌资产的价值构成,构建了包含区域形象、目的地品牌知名度、目的地品牌形象、目的地感知绩效和目的地品牌忠诚的多维模型,避免已有研究运用品牌形象单一维度评价的片面性。
2、实证检验了旅游目的地品牌资产价值构成维度的逻辑关系及关系强度,提取了影响旅游目的地品牌资产的“关键路径”和“绩效指标”。
3、基于已有研究结论,结合旅游目的地特点,开发了具有较高信度和效度的基于消费者的旅游目的地品牌资产评价量表,为旅游目的地品牌资产和长期营销绩效评价提供了可靠、有效的工具。
With the competition among destinations getting more intensive in recent years, most tourism attractions tend to be the same apart from some natural and cultural endowments which can not be copied. In order to attract more tourists, tourism destinations have strengthened their promotions which result in a huge increase of tour information; But for tourists, their time for discriminating the product features and choosing goods become less and less with accelerated pace of life and increased work pressure, which brings contradiction between tourist information increase and tourists attention drop. Meanwhile, key motivating forces, including globalization, increased competition, commodification of services, power of intermediaries, sophisticated consumers, rising cost and divergence of media, have being challenging the destination promotion. Hence, branding has been introduced into tourism destinations as a useful marketing tool differentiating themselves from competitors and gaining competitive advantage. Brands and brand influence is becoming the core competitive asset, and tourism destination management has entered an era of strategic brand asset management from the traditional brand management.
The increasing investment by DMOs in branding initiatives requires analyses of the performance of destination brand campaigns, and brand equity as a general brand performance indicator has been employed. A financial perspective evaluation is difficult to apply in tourism destinations due to a lack of statistics and commonality of tourism destination. At the same time, the evaluation from this perspective can not provide useful reference for destination branding practice, so scholars discuss the problem from the consumer perspective. Consumer-based brand equity views brand equity as brands'value to consumer and provides an alternative to the financial accounting perspective, which considers brand equity a balance sheet intangible asset. Now, more and more researchers attach importance to CBBE because it is focused on the sources of brand equity.
The study builds tourism destination brand equity model, including dimensions of regional image, tourism destination brand awareness, tourism destination brand image, tourism destination perceived quality, tourism destination perceived value, tourism destination brand loyalty based on tourism destination features, the latest achievements in the field of brand equity research, and depth interviews conclusion, then develops the corresponding scales for all dimensions. By using exploratory factor analysis, the paper finds that perceived quality and perceived value have merged into a new dimension which is named perceived performance in the study, then we test the model which includes five dimensions empirically. The paper hopes to build brand equity evaluation model fit for tourism destination and to provide practical branding performance evaluation tool to DMO.
Specifically, main conclusions of this paper are as follows:
1.Consumer-based brand equity theory traditionally developed for product and service can be transferred to destinations, and tools from general marketing offer destination marketers a reliable and efficient way for tourism destination brand equity evaluation. However, the researchers should build the special model based on tourism destination features when applying brand equity to tourism destinations due to the complexity of the product and the synchronicity of production and consumption, then develop more targeted scales for all dimensions.
2.Generation path of tourism destination brand equity is as follows:Construction of tourism destination brand identity—consumer's contact with brand—consumer's brand recognition—generation of brand equity, stakeholders internalizing the brand play an important role in the process. We propose that the premise of tourism destination brand equity is destination brand identity; the foundation of tourism destination brand equity is through tourists' contact with the brand'the key of tourism destination brand equity is tourists' recognition of brand; the guarantee of tourism destination brand equity is brand internalization with stakeholders.
3.The value composition of consumer-based brand equity for a destination is multidimensional. As the study points out, it consists of regional image, tourism destination brand awareness, tourism destination brand image, tourism destination perceived performance, and tourism destination brand loyalty through the integration of depth interviews, theoretical review and empirical findings. The perceived performance is the special and most important dimension for tourism destination. The brand awareness is the foundation of the brand equity accumulation though it is not as important as perceived performance, because it has only a certain reputation, while a destination can be perceived and then be accepted by tourists.
4.The dimensions of consumer-based brand equity for a destination are not parallel. There is a specific path relation according to the consumers' cognitive logic. Regional image and tourism destination brand awareness are exogenous variables, and tourism destination brand image, tourism destination perceived performance, and tourism destination brand loyalty are endogenous variables. Regional image, tourism destination brand awareness, tourism destination brand image, tourism destination perceived performance all have direct or indirect impact on destination brand loyalty.
Main innovations include the following:
1.Building consumer-based brand equity multidimensional model for a destination, which includes regional image, tourism destination brand awareness, tourism destination brand image, tourism destination perceived performance, and tourism destination brand loyalty dimensions, with an aim to avoid sidedness of single brand image dimension in destination brand equity evaluation.
2.Setting and testing path relationship and relationship strength of tourism destination brand equity, extracting "critical path" and "performance indicators" which influence tourism destination brand equity.
3.Developing brand equity measurement scale based on existing research conclusion and tourism destination features to provide reliable and effective practical tools for destination brand equity evaluation and long-term performance evaluation.
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