旅游目的地品牌个性形成的驱动因素──以重庆旅游品牌为例  

Driving Factors of Tourism Destination Brand Personality Formation:A Case of Chongqing Tourism Brand

作　　者：母泽亮[1] 

机构地区：[1]重庆师范大学地理与旅游学院,重庆401331

出　　处：《重庆师范大学学报（自然科学版）》2014年第6期127-132,共6页Journal of Chongqing Normal University:Natural Science

基　　金：国家社会科学基金(No.09XMZ036);重庆市教委人文社会科学研究项目(No.11ske11);重庆市教委人文社会科学研究项目(No.13SKE08)

摘　　要：品牌个性被认为是产品持久差异化和满足消费者象征性需求的源泉,成为品牌最重要的竞争优势。但旅游目的地品牌个性形成的驱动因素目前未有系统的探讨。本文以重庆旅游品牌为例,采用探索性因子分析法,得出品牌个性形成的5个驱动因素:目的地地格、旅游产品、品牌营销、旅游者自我概念与社会认同和品牌社区。结果显示:这5个因素均显著正向影响着重庆旅游品牌个性的形成,且影响程度存在差异,根据影响力从大到小为:品牌营销(路径系数是0.96)、目的地地格(路径系数是0.87)、旅游产品(路径系数是0.86)、旅游者自我概念与社会认同(路径系数是0.75)和品牌社区(路径系数是0.74)。该研究结果对旅游目的地品牌经营者如何塑造品牌个性有着重要启示。Brand personality, which is considered to be the source of persistent product differentiation and meeting the customer＇s symbolic demands, become the most important competitive advantage of the brand. But there is no systematic study on the driving factors of tourism destination brand personality formation. Taking Chongqing tourism brand as example and applying exploratory factor analysis, it is concluded that there are five driving factors of Chongqing tourism brand personality： place city of the destina- tion, tourism products, tourism marketing, tourists~ self-concept and social identity, and brand community. The results indicate that： the five driving factors have positive influences on the formation of Chongqing tourism brand personality. The first hierarchic dimension is tourism marketing （with a path coefficient of 0.96）, the second is place city of the destination（with a path coefficient of 0.87） ,the third is tourism products（with a path coefficient of 0.86）, the forth is tourists＇ self-concept and social identity（with a path coefficient of 0.75） ,and the last is brand community（with a path coefficient of 0.74）. The results have important implications for the tourism destination brand managers to shape the brand personality.

关 键 词：旅游目的地 品牌个性 驱动因素 

分 类 号：F59[经济管理—旅游管理]