基于多案例扎根分析的旅游者-目的地品牌关系研究  

A Multiple Case Study on Tourist-Destination Brand Relationships: A Grounded Theory Method

作　　者：高静[1] 焦勇兵[2] 

机构地区：[1]浙江外国语学院国际商学院,浙江杭州310012 [2]宁波工程学院经济与管理学院,浙江宁波315016

出　　处：《旅游科学》2014年第5期54-67,78,共15页Tourism Science

基　　金：教育部人文社科研究青年基金项目"省级旅游目的地品牌化:影响因素及路径选择"(11YJC630047);教育部人文社科研究规划基金项目"社会化媒体中品牌社区的消费者行为前置因素及其对品牌权益的影响"(13YJA630038)

摘　　要：本文运用多案例扎根分析方法,通过收集与分析旅游目的地网上评论帖子,以品牌关系理论和目的地营销理论为依据,基于驱动因素、关系质量维度、关系影响3个维度构建了旅游者-目的地品牌关系概念模型。研究发现:消费情境、目的地认知形象、目的地个性和旅游者感知价值是旅游者-目的地品牌关系形成的驱动因素;旅游者-目的地品牌关系质量涵盖了旅游者满意和目的地依恋两个维度;旅游者-目的地品牌关系对旅游者行为的影响主要表现在目的地态度忠诚上。在此基础上,本文提出了目的地品牌建设的相关策略建议。Based on theories of consumer-brand relationships and tourism destination marketing, this study developed a conceptual model of tourist-destination brand relationship through collecting and analyzing tourists＇ online comments by grounded theory approach. The conceptual model includes three dimensions, that is, driving factors, quality dimensions and influence of tourist-destination brand relationship. The findings reveal that the formation of tourist-destination brand relationship is driven by situational factors, destination cognitive image, destination personality and tourist perceived value. Quality of the relationship can be indicated by tourist satisfaction and destination attachment. Behavioral loyalty is the final influence of tourist-destination brand relationship on tourist behavior. Based on the above results, some suggestions are put forward to further the practice of destination brand management.

关 键 词：品牌关系 旅游者-目的地品牌关系 目的地品牌 扎根理论 

分 类 号：F59[经济管理—旅游管理]