基于旅游者的旅游目的地品牌资产模型研究  

A brand equity model research based on the tourism destination of tourists

作　　者：郭永锐[1] 陶犁[2] 

机构地区：[1]南京大学地理与海洋科学研究院 [2]首都师范大学资源环境与旅游学院

出　　处：《旅游研究》2013年第3期1-7,共7页Tourism Research

基　　金：教育部人文社会科学研究项目(09XJA790018)

摘　　要：品牌资产是市场营销学研究的前沿,国内外对旅游目的地品牌资产的研究刚刚起步。文章在对已有文献进行回顾的基础上,以香格里拉旅游区为例,运用SPSS17.0软件对模型进行信度检验和探索性因素分析,并通过AMOS7.0软件对模型进行验证性因子分析和路径分析,探讨旅游目的地品牌资产模型的构建和应用。研究发现:旅游目的地品牌资产模型包括品牌认知、品牌联想、感知质量、感知价值和品牌关系五个维度;五个维度间存在着显著性影响;品牌关系包含忠诚、态度依附、社区归属感以及主动介入四个变量;品牌关系可以被认为是一项重要的品牌资产构成。Brand equity is the leading edge of marketing research, while our domestic brand equity research to the tourism destination just starts. Based on the review of the existed literature, this article takes Shangri - La tourist scenic spot for example, based on using SPSS 17.0 software to conduct the analysis of reliability test and exploratory factor analysis of the model, makes confirmatory factor analysis and path analysis to the model by means of AMOS7. 0 software, and discusses the construction and application of the brand equity model of the tourism destination. It is concluded that the brand equity model of the tourism destina- tion includes five dimensions, that is, brand cognition, brand association, perceived quality, and perceived value. There exists significant differences among five dimensions. Brand relationship contains four variables, namely, loyalty, attitude attachment, community attachment, and active intervention. Brand relationship can be considered as an important kind of brand equity compo-

关 键 词：旅游目的地品牌资产 品牌关系 香格里拉旅游区 结构方程模型 

分 类 号：F590[经济管理—旅游管理]