国家地质公园品牌个性对游客行为意图的影响——以陕西翠华山国家地质公园为例  

RESEARCH ON BRAND PERSONALITY AND BEHAVIOR INTENTION OF TOURISTS IN NATIONAL GEO-PARKS: A CASE STUDY OF CUIHUASHAN NATIONAL GEO-PARK IN SHAANXI PROVINCE

作　　者：李薇薇[1] 白凯[1] 张春晖[1] 

机构地区：[1]陕西师范大学旅游与环境学院,西安710062

出　　处：《人文地理》2014年第3期143-149,共7页Human Geography

基　　金：国家自然科学基金项目(41271157);国家旅游局规划项目(12TACK001);陕西省社会科学基金项目(13Q046);国家旅游局"旅游业青年专家培养计划";陕西师范大学研究生培养创新基金项目(2012CXB006)

摘　　要：国家地质公园品牌个性的构成及其对游客行为的影响研究还处于浅层次发展阶段。为此,本研究基于前期成果,采取"审视—批判—借鉴—验证"的研究思路,以陕西翠华山国家地质公园为实证调查地,探索国家地质公园品牌个性对游客行为意图的影响,为此本文两次构建结构方程模型,以期获得更为深入的研究结论。研究结果显示:①已有研究的国家地质公园品牌个性维度命名存在一定的偏差,通过纠正检验,得知国家地质公园品牌个性整体构成对游客行为意图存在正向显著影响;②国家地质公园品牌个性各维度对游客行为意图的影响具有明显的异质性特征,维度中景观呈现特征与审美体验特征对游客行为意图具有正向影响,而科学探究特征对游客行为意图影响不显著。The research of national geo-park is a derivative of cross multidisciplinary, and the structure of its brand personality and the research of its influence to tourist behavior are in the position of primary stage. Undoubtedly, there is obvious dislocation between the core characteristics of national geo-park and consumer cognition, which is main problem in the progress of national geo-park＇ marketing. Therefore, based on the resuits of core references in the early period, this study took ＂review - critical - reference - verification＂ as the research idea to examine the influence of the brand personality of national geo-park on the intention of tourist behavior by taking national geo-park of Cuihua Mountain in Shaanxi province as empirical research case. The research method of this study is consisting of the factor analysis of SPSS and the confirmatory factor analysis of AMOS. The results indicate： （1）there was deviation in current researches on the name of dimen- sions to brand personality of national geo-park; （2）the impact of each dimensions of brand personality on national geo-park to tourist behavior intention had obvious feature of heterogeneity. At the same time, both landscape appearance and aesthetic experience had positive effect on tourist behavior intention, and the dimension of aesthetic experience is the top one. However, the dimension of scientific inquiry had no obvious influence on tourist behavior intention.

关 键 词：国家地质公园 品牌个性 游客行为意图 陕西翠华山 

分 类 号：F592.753[经济管理—旅游管理]