文化遗迹旅游目的地品牌资产构建与传播研究——以古泉州(刺桐)史迹为例
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摘要
以古泉州(刺桐)史迹为案例地,运用结构方程模型方法对文化遗迹旅游目的地品牌资产的构建及传播进行研究。实证结果表明:首先,品牌资产由品牌知名度、品牌体验、品牌价值和品牌关系决定;其次,品牌知名度正向影响品牌体验和品牌价值,品牌体验通过品牌价值间接正向影响品牌关系,品牌关系正向影响品牌传播。最后,据此提出3点建议供文化遗迹旅游目的地参考。
Taking the ancient Quanzhou relics as a case, this paper studies the construction and promotion of brand equity of cultural relics as tourism destination by means of structural equation model. The empirical study indicates the following results. Firstly, brand equity is determined by brand awareness, brand experience, brand value and brand relationship; secondly, brand awareness has a positive effect on brand experience and brand value; brand experience has an indirect and positive effect on brand relationship through brand value; brand relationship has a positive effect on brand communication. Finally, the paper presents three suggestions to cultural Relics Tourism destinations based on the study.
Taking the ancient Quanzhou relics as a case, this paper studies the construction and promotion of brand equity of cultural relics as tourism destination by means of structural equation model. The empirical study indicates the following results. Firstly, brand equity is determined by brand awareness, brand experience, brand value and brand relationship; secondly, brand awareness has a positive effect on brand experience and brand value; brand experience has an indirect and positive effect on brand relationship through brand value; brand relationship has a positive effect on brand communication. Finally, the paper presents three suggestions to cultural Relics Tourism destinations based on the study.
引文
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[7]隋丽娜,郭昳岚,程圩.旅游目的地品牌资产感知模型构建研究———以陕西省为例[J].旅游研究,2018,10(03):77-87.
[8]郭永锐,陶犁.基于旅游者的旅游目的地品牌资产模型研究[J].旅游研究,2013,5(03):1-7.
[9]张维亮,朱孔山.近十年中外旅游目的地品牌研究述评[J].中国管理信息化,2018,21(17):128-132.
[10]刘德昌,付勇.我国旅游景区品牌传播策略初探[J].西南民族大学学报(人文社科版),2006(09):173-176.
[11]陈再福,郭伟锋.游客体验、消费情感对游客公民行为的影响研究[J].兰州财经大学学报,2016,32(04):77-85.
[12] Blackston, M. Observations:Building Brand Equity by Managing the Brand’s Relationships[J]. Journal of Advertising Research, 1992,32(3):79-83.
[13]姚作为,刘人怀.基于品牌关系的服务消费决策行为研究:理论模型与实证检验[J].管理评论,2010,22(09):59-74.
[14]张辉,陈晔.品牌契合对品牌关系质量和重购意向的影响[J].旅游学刊,2017,32(04):43-53.
[2] Konecnik M. Customer-based brand equity for a destination[J].Annals of Tourism Research, 2007, 34(2):400-421.
[3] 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.
[4]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.
[5]沈鹏熠.旅游目的地品牌资产的结构及其形成机理———基于目的地形象视角的实证研究[J].经济经纬, 2014, 31(1):112-117.
[6]马秋芳,夏媛媛,许文柱.基于游客视角的景区品牌资产模型研究[J].商业研究, 2017(1).
[7]隋丽娜,郭昳岚,程圩.旅游目的地品牌资产感知模型构建研究———以陕西省为例[J].旅游研究,2018,10(03):77-87.
[8]郭永锐,陶犁.基于旅游者的旅游目的地品牌资产模型研究[J].旅游研究,2013,5(03):1-7.
[9]张维亮,朱孔山.近十年中外旅游目的地品牌研究述评[J].中国管理信息化,2018,21(17):128-132.
[10]刘德昌,付勇.我国旅游景区品牌传播策略初探[J].西南民族大学学报(人文社科版),2006(09):173-176.
[11]陈再福,郭伟锋.游客体验、消费情感对游客公民行为的影响研究[J].兰州财经大学学报,2016,32(04):77-85.
[12] Blackston, M. Observations:Building Brand Equity by Managing the Brand’s Relationships[J]. Journal of Advertising Research, 1992,32(3):79-83.
[13]姚作为,刘人怀.基于品牌关系的服务消费决策行为研究:理论模型与实证检验[J].管理评论,2010,22(09):59-74.
[14]张辉,陈晔.品牌契合对品牌关系质量和重购意向的影响[J].旅游学刊,2017,32(04):43-53.