中国传统古村镇品牌个性特征对游客重游意愿的影响研究——以束河古镇、周庄古镇、阆中古镇和平遥古镇为例  

The Impact of Brand Personalized Characters of Traditional Ancient Villages on Tourists'Intention of Revisit——A Case of Shuhe,Zhouzhuang,Langzhong and Pingyao Ancient Towns

作　　者：唐小飞[1] 黄兴[1] 夏秋馨[1] 郑杰[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都610031

出　　处：《旅游学刊》2011年第9期53-59,共7页Tourism Tribune

基　　金：国家自然科学基金项目(71072169)资助~~

摘　　要：塑造品牌个性是企业获得消费者忠诚、保持战略优势的关键,而再游意愿是旅游业消费者忠诚最重要的维度之一,研究再游意愿与品牌个性的关系具有十分重要的现实价值。文章以享誉中外的束河古镇、周庄古镇、阆中古镇和平遥古镇为背景,在"仁和"、"时新"、"高雅"、"诚信"和"智慧"5个品牌个性维度上,采用单因素方差统计技术对游客的再游意愿进行对比分析,从中找出影响游客再游意愿的关键因素。研究发现,重游意愿较高的束河古镇与其余3个古镇在"仁和"和"时新"这两个维度上存在显著差异,在"高雅"、"诚信"和"智慧"3个维度上并不存显著差异。Creation of brand personality is the key factor for the enterprises to gain consumers ＇ loyalty and keep strategic advantages. The intention of revisit is one of the most important dimensions of consumers＇ loyalty in tourist industry. It is of quite important immediate value to study the relationship between tourists＇ intention of revisit and brand personality. The paper, taking four world-renowned ancient towns （ Shuhe, Zhouzhuang, Langzhong and Pingyao ） as background, using five brand personalized dimensions of ＂ benevolence ＂, ＂ trend ＂, ＂elegance＂, ＂ integrity＂ and ＂ wisdom＂, the paper makes a comparative analysis of visitors＇ intention of revisit by adopting the statistical technique of single factor variance, finding the key factors that influence visitors＇ intention of revisit. The study finds that Shuhe ancient town with visitors＇ higher intention of revisit has significant differences from other three ancient towns in terms of two dimensions of ＂benevolence＂ and ＂trend＂, while there are no significant differences in terms of three dimensions of ＂elegance＂, ＂integrity＂ and ＂wisdom ＂

关 键 词：传统古村镇 品牌个性 重游意愿 

分 类 号：F592.7[经济管理—旅游管理]