基于游客的目的地品牌资产模型——境外旅行经历的调节作用
|
摘要
基于游客的旅游目的地品牌资产是创造竞争性市场优势和差异化营销策略的重要因素。依据调查问卷,构建基于游客的目的地品牌资产模型,验证品牌形象、品牌质量的二因子中介作用和境外旅行经历对其调节作用。结果表明:①目的地品牌知晓经过品牌质量和品牌形象二因子中介正向影响品牌价值,品牌价值对品牌忠诚具有正向影响的目的品牌资产模型成立。②品牌质量、品牌形象作为品牌知晓影响品牌价值的二因子中介作用显著。③品牌形象、品牌质量在品牌知晓正向影响品牌价值的中介作用中,受境外旅行经历的调节作用显著。当境外旅行经历丰富时,目的地品牌质量的特定间接影响更强;当境外旅行经历一般时,目的地品牌形象的特定间接影响更强。
Customer-based brand equity(CBBE) for tourism destination measured branding effects through tourists' perceptions of destinations. CBBE was an important factor to create competitive market advantage and differential marketing strategy. Based on questionnaires,this paper researched destination brand equity,then constructed a tourist-based destination brand equity model with destination brand awareness(DBA),destination brand image(DBI),destination brand quality(DBQ),destination brand value(DBV),and destination brand loyalty(DBL). There were mediation effects of brand image and brand quality between brand awareness and brand value,and moderating the effects of overseas travel experience to the influence path of brand quality and image between brand awareness and brand value. The results showed that: ①Destination brand awareness had a significantly positive impact on destination brand image and destination brand quality,destination brand image and destination brand quality had a significantly positive impact on destination brand loyalty through destination brand value. ② The mediation effects of brand image and brand quality were significant between brand awareness and brand value. ③ There were moderating effects of overseas travel experience on brand image,brand quality between brand awareness and brand value. Specific indirect effects of brand quality was stronger when overseas travel experience was rich,and specific indirect effects of brand image was stronger when overseas travel experience was general.
Customer-based brand equity(CBBE) for tourism destination measured branding effects through tourists' perceptions of destinations. CBBE was an important factor to create competitive market advantage and differential marketing strategy. Based on questionnaires,this paper researched destination brand equity,then constructed a tourist-based destination brand equity model with destination brand awareness(DBA),destination brand image(DBI),destination brand quality(DBQ),destination brand value(DBV),and destination brand loyalty(DBL). There were mediation effects of brand image and brand quality between brand awareness and brand value,and moderating the effects of overseas travel experience to the influence path of brand quality and image between brand awareness and brand value. The results showed that: ①Destination brand awareness had a significantly positive impact on destination brand image and destination brand quality,destination brand image and destination brand quality had a significantly positive impact on destination brand loyalty through destination brand value. ② The mediation effects of brand image and brand quality were significant between brand awareness and brand value. ③ There were moderating effects of overseas travel experience on brand image,brand quality between brand awareness and brand value. Specific indirect effects of brand quality was stronger when overseas travel experience was rich,and specific indirect effects of brand image was stronger when overseas travel experience was general.
引文
[1]Pritchard A,Morgan N. Mood Marketing-the New Destination Branding Strategy:A Case of Wales the Brand[J]. Journal of Vacation Marketing,1998,4(3)∶215-229.
[2]Konecnik M,Gartner W C. Customer-Based Brand Equity for a Destination[J]. Annals of Tourism Research,2007,34(2)∶400-421.
[3]Pike S. Tourism Destination Branding Complexity[J]. Journal of Product&Brand Management,2005,14(4)∶258-259.
[4]Gnoth J. The Structure of Destination Brand:Leveraging Values[J].Tourism Analysis,2007,12(5-6)∶345-358.
[5]Williams P W,Gill A M,Chura N. Branding Mountain Destinations:The Battle for“Placefulness”[J]. Tourism Review,2004,59(1)∶6-15.
[6]Aaker D A. Managing Brand Equity:Capitalizing on the Value of A Brand Name[M]. New York:The Free Press,1991.
[7]Aaker D. A Building Strong Brands[M]. New York:The Free Press,1996.
[8]Keller K L. Strategic Brand Management[M]. Upper Saddle River,NJ:Prentice Hall,2003.
[9]许春晓,莫莉萍.旅游目的地品牌资产驱动因素模型研究———以凤凰古城为例[J].旅游学刊,2014,29(7)∶77-87.
[10]苑炳慧,辜应康.基于顾客的旅游目的地品牌资产结构维度———扎根理论的探索性研究[J].旅游学刊,2015,30(11)∶87-98.
[11]张宏梅,张文静,王进,等.基于旅游者视角的目的地品牌资产测量模型:以皖南国际旅游区为例[J].旅游科学,2013,27(1)∶52-63.
[12]Boo S,Busser J,Baloglu S. A Model of Customer-based Brand Equity and Its Application to Multiple Destinations[J]. Tourism Management,2009,30(2)∶219-231.
[13]Pike S,Bianchi C,Kerr G,et al. Consumer-based Brand Equity for Australia as a Long Haul Tourism Destination in an Emerging Market[J]. International Marketing Review,2010,27(4)∶434-449.
[14]Im H H,Kim S S,Elliot S,et al. Conceptualizing Destination Brand Equity Dimensions from a Consumer Based Brand Equity Perspective[J]. Journal of Travel&Tourism,2012,29(4)∶385-403.
[15]Zeithaml V A. Consumer Perception of Price,Quality&Value:A Means-end Model&Synthesis of Evidence[J]. Journal of Marketing,1988,52(3)∶2-22.
[16]Awaritefe O D. Destination Environment Quality and Tourists'Spatial Behavior in Nigeria:A Case Study of Third World Tropical Africa[J].The International Journal of Tourism Research,2003,5(4)∶251-268.
[17]Pool I D. Effects of Cross-national Contact on Nation and International Image[C]. International Behavior:A Social Psychological Analysis,New York:Holt,1965∶105-129.
[18]Alhroot A. Marketing of a Destination[D]. UK:Hudders Field University,2007.
[19]Caila. Cooperative Branding for Rural Destinations[J]. Annals of Tourism Research,2002,29(3)∶720-742.
[20]Blain C,Levy S E,Ritchie R B. Destination Branding Insights and Practices from Destination Management Organizations[J]. Journal of Travel Research,2005,43(4)∶328-338.
[21]Kim H B,Kim W G. The Relationship between Brand Equity and Firms'Performance in Luxury Hotels and Chain Restaurants[J].Tourism Management,2005,26(4)∶549-560.
[22]Faircloth JB,Capella LM,Alford BL. The Effect of Brand Attitude and Brand Image on Brand Equity[J]. Journal of Marketing Theory&Practice,2001,9(3)∶61-75.
[23]Pike S. Destination image literature:2001—2007[J]. Acta Turistica,2007,19(2)∶107-25.
[24]Pike S. Consumer-based Brand Equity for Destinations:Practical DMO Performance Measures[J]. Journal of Travel&Tourism Marketing,2007,22(1)∶51-61.
[25]Gartner W C,Konecnik Ruzzier M. Tourism Destination Brand Equity Dimensions:Renewal Versus Repeat Market[J]. Journal of Travel Research,2011,50(5)∶471-481.
[26]Lee J S,Back K J. Attendee-Based Brand Equity[J]. Tourism Management,2008,29(2)∶331-344.
[27]Bigne J,Sanchez I,Andreu L. The Role of Variety Seeking in Short and Long Run Revisit Intentions in Holiday Destinations[J]. International Journal of Culture,2009,3(2)∶103-115.
[28]Cretu A E,Brodie R J. The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small firms:A Customer Value Perspective[J]. Industrial Marketing Management,2007,36(2)∶230-240.
[29]Tsai S Utility. Cultural Symbolism&Emotion:A Comprehensive Model of Brand Purchase Value[J]. International Journal of Research in Marketing,2005,22(3)∶277-291.
[30]Lassar W,Mittal B,Sharma A. Measuring Customer-Based Brand Equity[J]. Journal of Consumer Marketing,1995,12(4)∶11-19.
[31]Oh H. Diner's Perceptions of Quality,Value&Satisfaction[J]. Cornell Hotel&Restaurant Administration Quarterly,2000,41(3)∶58-66.
[32]Teas R K,Laczniak R N. Measurement Process Context Effects in Empirical Tests of Causal Models[J]. Journal of Business Research,2004,57(2)∶162-174.
[33]Murphy P,Pritchard M P,Smith B. The Destination Product and Its Impact on Traveler Perceptions[J]. Tourism Management,2000,21(1)∶43-52.
[34]Deslandes D D. Assessing Consumer Perceptions of Destinations:A Necessary First Step in the Destination Branding Process[D]. Florida:The Florida State University,2003.
[35]Sweeney J C,Soutar G N,Johnson L W. The Role of Perceived Risk in the Quality-value Relationship:A Study in a Retail Environment[J]. Journal of Retailing,1999,75(1)∶77-105.
[36]Kwun J W,Oh H. Effects of Brand,Price,and Risk on Customers'Value Perceptions and Behavioral Intentions in the Restaurant Industry[J].Journal of Hospitality and Leisure Marketing,2004,11(1)∶31-49.
[37]Gartner W. Image Formation Process. In Communication and Channel Systems in Tourism Marketing[C]. New York:The Haworth Press,1993∶191-215.
[38]Pappu R,Quester P G.,Cooksey R W. Consumer-Based Brand Equity:Improving the Measurement-empirical Evidence[J]. Journal of Product&Brand Management,2005,14(3)∶143-154.
[39]Low G S,Lamb C W. The Measurement and Dimensionality of Brand Associations[J]. Journal of Product&Brand Management,2000,9(6)∶350-368.
[40]Fakeye P C,Crompton J L. Image Differences between Prospective,First-time and Repeat Visitors to the Lower Rio Grande Valley[J]. Journal of Travel Research,1991,30(2)∶10-16.
[41]Ritchie JR,Ritchie RJ. The Branding of Tourism Destinations:Achievements and Future Challenges[C]. Keller P(ed.)Proceedings of the 1998 Annual Congress of the International Association of Scientific Experts in Tourism,Destination Marketing:Scopes and Limitations. Marrakech,Morocco:International Association of Scientific Experts in Tourism,1998∶89-116.
[42]Pearce P L,Lee U. Developing the Travel Career Approach to Tourist Motivation[J]. Journal of Travel Research,2005,43(3)∶226-237.
[43]Hosany S,Ekinci Y,Uysal M. Destination Image and Destination Personality,An Application of Branding Theories to Tourism Places[J]. Journal of Business Research,2006,59(5)∶638-642.
[44]Leuthesser L,Kohli Ch,Harich K. Brand Equity:The Halo Effect Measure[J]. Journal of Marketing,2013,29(4)∶57-66.
[45]Shah R,Goldstein S M. Use of Structural Equation Modeling in Operations Management Research:Looking Back and Forward[J].Journal of Operations Management,2006,24(2)∶148-169.
[46]Reis H T,Judd C M. Handbook of Research Methods in Social&Personality Psychology[M]. Cambridge,UK:Cambridge University Press,2000.
[47]Horng J S,Liu C H,Chou H Y,et al. Understanding the Impact of Culinary Brand Equity and Destination Familiarity on Travel Intentions[J]. Tourism Management,2012,23(4)∶815-824.
[48]Keane M. Quality and Pricing in Tourism Destinations[J]. Annals of Tourism Research,1997,24(1)∶117-130.
[49]Baloglu S. Dimensions of Customer Loyalty:Separating Friends from Well Wishers[J]. Cornell Hotel&Restaurant Administration Quarterly,2002,43(1)∶47-59.
[50]Back K J,Parks S C. A Brand Loyalty Model Involving Cognitive,Affective,and Conative Brand Loyalty and Customer Satisfaction[J]. Journal of Hospitality and Tourism Research,2003,27(4)∶419-435.
[51]Yoo B,Donthu N. Developing and Validating a Multidimensional Consumer-based Brand Equity Scale[J]. Journal of Business Research,2001,52(1)∶1-14.
[52]Odin Y,Odin N,Valette-Florence P. Conceptual and Operational Aspects of Brand Loyalty:An Empirical Investigation[J]. Journal of Business Research,2001,53(2)∶75-84.
[53]Arnett,D. B.,Laverie,D. A.,&Meiers,A. Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis:A Method and Applications[J]. Journal of Retailing,2003,79(3)∶161-170.
[54]Bele'n del R1'o A,Va'zquez R,Iglesias V. The Effect of Brand Associations on Consumer Response[J]. Journal of Consumer Marketing,2001,18(5)∶410-425.
[55]Podsakoff P M,Mac Kenzie S B,Lee J Y,et al. Common Method Biases in Behavioral Research:A Critical Review of the Literature and Recommended Remedies[J]. Journal of Applied Psychology,2003,88(5)∶879-903.
[56]Brown R L. Assessing Specific Mediational Effects in Complex Theoretical Models[J]. Structural Equation Modeling,1997,(4)∶142-156.
[57]Fox J. Effect Analysis in Structural Equation Models:Extentions and Simplified Methods of Computation. Soc[J]. Methods and Research,1980,(9)∶3-28.
[58]David P Mac Kinnon,Matthew S Fritz. Distribution of the Product Confidence Limits for the Indirect Effect:Program Prodclin[J]. Behavior Research Methods. 2007,39(3)∶384-389.
[59]Mac Kinnon D P,Lockwood C M,Williams J. Confidence Limits for the Iindirect Effect:Distribution of the Product and Resampling Methods[J]. Multivariate Behavioral Research,2004,39(6)∶99-128.
[60]Pituch K A,Whittaker T A,Stapleton L M. A Comparison of Methods to Test for Mediation in Multisite Experiments[J]. Multivariate Behavioral Research,2005,40(1)∶1-23.
[61]Dodds W B,Monroe K B,Grewal D. Effects of Price,Brand,and Store Information on Buyers'Product Evaluations[J]. Journal of Marketing Research,1991,28(3)∶307-319.
[62]Camarero C,Garrido M J,Vicente E. Components of Art Exhibition Brand Equity for Internal and External Visitors[J]. Tourism Management,2010,31(4)∶495-504.
[2]Konecnik M,Gartner W C. Customer-Based Brand Equity for a Destination[J]. Annals of Tourism Research,2007,34(2)∶400-421.
[3]Pike S. Tourism Destination Branding Complexity[J]. Journal of Product&Brand Management,2005,14(4)∶258-259.
[4]Gnoth J. The Structure of Destination Brand:Leveraging Values[J].Tourism Analysis,2007,12(5-6)∶345-358.
[5]Williams P W,Gill A M,Chura N. Branding Mountain Destinations:The Battle for“Placefulness”[J]. Tourism Review,2004,59(1)∶6-15.
[6]Aaker D A. Managing Brand Equity:Capitalizing on the Value of A Brand Name[M]. New York:The Free Press,1991.
[7]Aaker D. A Building Strong Brands[M]. New York:The Free Press,1996.
[8]Keller K L. Strategic Brand Management[M]. Upper Saddle River,NJ:Prentice Hall,2003.
[9]许春晓,莫莉萍.旅游目的地品牌资产驱动因素模型研究———以凤凰古城为例[J].旅游学刊,2014,29(7)∶77-87.
[10]苑炳慧,辜应康.基于顾客的旅游目的地品牌资产结构维度———扎根理论的探索性研究[J].旅游学刊,2015,30(11)∶87-98.
[11]张宏梅,张文静,王进,等.基于旅游者视角的目的地品牌资产测量模型:以皖南国际旅游区为例[J].旅游科学,2013,27(1)∶52-63.
[12]Boo S,Busser J,Baloglu S. A Model of Customer-based Brand Equity and Its Application to Multiple Destinations[J]. Tourism Management,2009,30(2)∶219-231.
[13]Pike S,Bianchi C,Kerr G,et al. Consumer-based Brand Equity for Australia as a Long Haul Tourism Destination in an Emerging Market[J]. International Marketing Review,2010,27(4)∶434-449.
[14]Im H H,Kim S S,Elliot S,et al. Conceptualizing Destination Brand Equity Dimensions from a Consumer Based Brand Equity Perspective[J]. Journal of Travel&Tourism,2012,29(4)∶385-403.
[15]Zeithaml V A. Consumer Perception of Price,Quality&Value:A Means-end Model&Synthesis of Evidence[J]. Journal of Marketing,1988,52(3)∶2-22.
[16]Awaritefe O D. Destination Environment Quality and Tourists'Spatial Behavior in Nigeria:A Case Study of Third World Tropical Africa[J].The International Journal of Tourism Research,2003,5(4)∶251-268.
[17]Pool I D. Effects of Cross-national Contact on Nation and International Image[C]. International Behavior:A Social Psychological Analysis,New York:Holt,1965∶105-129.
[18]Alhroot A. Marketing of a Destination[D]. UK:Hudders Field University,2007.
[19]Caila. Cooperative Branding for Rural Destinations[J]. Annals of Tourism Research,2002,29(3)∶720-742.
[20]Blain C,Levy S E,Ritchie R B. Destination Branding Insights and Practices from Destination Management Organizations[J]. Journal of Travel Research,2005,43(4)∶328-338.
[21]Kim H B,Kim W G. The Relationship between Brand Equity and Firms'Performance in Luxury Hotels and Chain Restaurants[J].Tourism Management,2005,26(4)∶549-560.
[22]Faircloth JB,Capella LM,Alford BL. The Effect of Brand Attitude and Brand Image on Brand Equity[J]. Journal of Marketing Theory&Practice,2001,9(3)∶61-75.
[23]Pike S. Destination image literature:2001—2007[J]. Acta Turistica,2007,19(2)∶107-25.
[24]Pike S. Consumer-based Brand Equity for Destinations:Practical DMO Performance Measures[J]. Journal of Travel&Tourism Marketing,2007,22(1)∶51-61.
[25]Gartner W C,Konecnik Ruzzier M. Tourism Destination Brand Equity Dimensions:Renewal Versus Repeat Market[J]. Journal of Travel Research,2011,50(5)∶471-481.
[26]Lee J S,Back K J. Attendee-Based Brand Equity[J]. Tourism Management,2008,29(2)∶331-344.
[27]Bigne J,Sanchez I,Andreu L. The Role of Variety Seeking in Short and Long Run Revisit Intentions in Holiday Destinations[J]. International Journal of Culture,2009,3(2)∶103-115.
[28]Cretu A E,Brodie R J. The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small firms:A Customer Value Perspective[J]. Industrial Marketing Management,2007,36(2)∶230-240.
[29]Tsai S Utility. Cultural Symbolism&Emotion:A Comprehensive Model of Brand Purchase Value[J]. International Journal of Research in Marketing,2005,22(3)∶277-291.
[30]Lassar W,Mittal B,Sharma A. Measuring Customer-Based Brand Equity[J]. Journal of Consumer Marketing,1995,12(4)∶11-19.
[31]Oh H. Diner's Perceptions of Quality,Value&Satisfaction[J]. Cornell Hotel&Restaurant Administration Quarterly,2000,41(3)∶58-66.
[32]Teas R K,Laczniak R N. Measurement Process Context Effects in Empirical Tests of Causal Models[J]. Journal of Business Research,2004,57(2)∶162-174.
[33]Murphy P,Pritchard M P,Smith B. The Destination Product and Its Impact on Traveler Perceptions[J]. Tourism Management,2000,21(1)∶43-52.
[34]Deslandes D D. Assessing Consumer Perceptions of Destinations:A Necessary First Step in the Destination Branding Process[D]. Florida:The Florida State University,2003.
[35]Sweeney J C,Soutar G N,Johnson L W. The Role of Perceived Risk in the Quality-value Relationship:A Study in a Retail Environment[J]. Journal of Retailing,1999,75(1)∶77-105.
[36]Kwun J W,Oh H. Effects of Brand,Price,and Risk on Customers'Value Perceptions and Behavioral Intentions in the Restaurant Industry[J].Journal of Hospitality and Leisure Marketing,2004,11(1)∶31-49.
[37]Gartner W. Image Formation Process. In Communication and Channel Systems in Tourism Marketing[C]. New York:The Haworth Press,1993∶191-215.
[38]Pappu R,Quester P G.,Cooksey R W. Consumer-Based Brand Equity:Improving the Measurement-empirical Evidence[J]. Journal of Product&Brand Management,2005,14(3)∶143-154.
[39]Low G S,Lamb C W. The Measurement and Dimensionality of Brand Associations[J]. Journal of Product&Brand Management,2000,9(6)∶350-368.
[40]Fakeye P C,Crompton J L. Image Differences between Prospective,First-time and Repeat Visitors to the Lower Rio Grande Valley[J]. Journal of Travel Research,1991,30(2)∶10-16.
[41]Ritchie JR,Ritchie RJ. The Branding of Tourism Destinations:Achievements and Future Challenges[C]. Keller P(ed.)Proceedings of the 1998 Annual Congress of the International Association of Scientific Experts in Tourism,Destination Marketing:Scopes and Limitations. Marrakech,Morocco:International Association of Scientific Experts in Tourism,1998∶89-116.
[42]Pearce P L,Lee U. Developing the Travel Career Approach to Tourist Motivation[J]. Journal of Travel Research,2005,43(3)∶226-237.
[43]Hosany S,Ekinci Y,Uysal M. Destination Image and Destination Personality,An Application of Branding Theories to Tourism Places[J]. Journal of Business Research,2006,59(5)∶638-642.
[44]Leuthesser L,Kohli Ch,Harich K. Brand Equity:The Halo Effect Measure[J]. Journal of Marketing,2013,29(4)∶57-66.
[45]Shah R,Goldstein S M. Use of Structural Equation Modeling in Operations Management Research:Looking Back and Forward[J].Journal of Operations Management,2006,24(2)∶148-169.
[46]Reis H T,Judd C M. Handbook of Research Methods in Social&Personality Psychology[M]. Cambridge,UK:Cambridge University Press,2000.
[47]Horng J S,Liu C H,Chou H Y,et al. Understanding the Impact of Culinary Brand Equity and Destination Familiarity on Travel Intentions[J]. Tourism Management,2012,23(4)∶815-824.
[48]Keane M. Quality and Pricing in Tourism Destinations[J]. Annals of Tourism Research,1997,24(1)∶117-130.
[49]Baloglu S. Dimensions of Customer Loyalty:Separating Friends from Well Wishers[J]. Cornell Hotel&Restaurant Administration Quarterly,2002,43(1)∶47-59.
[50]Back K J,Parks S C. A Brand Loyalty Model Involving Cognitive,Affective,and Conative Brand Loyalty and Customer Satisfaction[J]. Journal of Hospitality and Tourism Research,2003,27(4)∶419-435.
[51]Yoo B,Donthu N. Developing and Validating a Multidimensional Consumer-based Brand Equity Scale[J]. Journal of Business Research,2001,52(1)∶1-14.
[52]Odin Y,Odin N,Valette-Florence P. Conceptual and Operational Aspects of Brand Loyalty:An Empirical Investigation[J]. Journal of Business Research,2001,53(2)∶75-84.
[53]Arnett,D. B.,Laverie,D. A.,&Meiers,A. Developing Parsimonious Retailer Equity Indexes Using Partial Least Squares Analysis:A Method and Applications[J]. Journal of Retailing,2003,79(3)∶161-170.
[54]Bele'n del R1'o A,Va'zquez R,Iglesias V. The Effect of Brand Associations on Consumer Response[J]. Journal of Consumer Marketing,2001,18(5)∶410-425.
[55]Podsakoff P M,Mac Kenzie S B,Lee J Y,et al. Common Method Biases in Behavioral Research:A Critical Review of the Literature and Recommended Remedies[J]. Journal of Applied Psychology,2003,88(5)∶879-903.
[56]Brown R L. Assessing Specific Mediational Effects in Complex Theoretical Models[J]. Structural Equation Modeling,1997,(4)∶142-156.
[57]Fox J. Effect Analysis in Structural Equation Models:Extentions and Simplified Methods of Computation. Soc[J]. Methods and Research,1980,(9)∶3-28.
[58]David P Mac Kinnon,Matthew S Fritz. Distribution of the Product Confidence Limits for the Indirect Effect:Program Prodclin[J]. Behavior Research Methods. 2007,39(3)∶384-389.
[59]Mac Kinnon D P,Lockwood C M,Williams J. Confidence Limits for the Iindirect Effect:Distribution of the Product and Resampling Methods[J]. Multivariate Behavioral Research,2004,39(6)∶99-128.
[60]Pituch K A,Whittaker T A,Stapleton L M. A Comparison of Methods to Test for Mediation in Multisite Experiments[J]. Multivariate Behavioral Research,2005,40(1)∶1-23.
[61]Dodds W B,Monroe K B,Grewal D. Effects of Price,Brand,and Store Information on Buyers'Product Evaluations[J]. Journal of Marketing Research,1991,28(3)∶307-319.
[62]Camarero C,Garrido M J,Vicente E. Components of Art Exhibition Brand Equity for Internal and External Visitors[J]. Tourism Management,2010,31(4)∶495-504.