基于旅游者网络点评分析的旅游目的地品牌个性研究——以城市滨水旅游目的地为例  

Study on Brand Personality of Tourism Destinations Based on Analysis of Tourist Online Review: Taking Urban Waterfront Tourism Destination for Example

作　　者：高静[1] 

机构地区：[1]浙江外国语学院国际工商管理学院,浙江杭州310012

出　　处：《北京第二外国语学院学报》2015年第1期50-59,共10页Journal of Beijing International Studies University

基　　金：教育部人文社科研究青年基金项目(11YJC630047)资助

摘　　要：本文以杭州西湖、厦门鼓浪屿、上海外滩3个城市滨水旅游目的地为案例,以旅游者网上点评贴子为数据来源,采用定性与定量相结合的研究方法,探讨旅游目的地的品牌个性。研究结果表明,城市滨水旅游目的地的品牌个性测量不能简单地套用一般消费品品牌个性维度量表;其品牌个性可分为感官吸引、文化魅力、精神利益、生活方式和现代气息5个维度;西湖景区的品牌个性主要表现在感官吸引、精神利益两个维度上,鼓浪屿景区的品牌个性主要表现在精神利益、生活方式两个维度上,外滩景区的品牌个性主要表现在感官吸引、文化魅力两个维度上。在此基础上,给出了有关旅游目的地品牌个性理论研究和行业实践的方向性建议。Based on the investigations on three urban waterfront tourism destinations, i.e., West Lake in Hangzhou, Kulangsu in Xiamen and the Bund in Shanghai, this article aims to examine brand personality of tourism destinations from the perspective of tourist perception. Using tourists＇ reviews on the Internet as research data, this study adopts a three-study design where both qualitative and quantitative methods are used. The findings reveal that the brand personality dimensions of normal consumer goods are not applicable to urban waterfront tourism destinations. Brand personality of urban waterfront tourism destination includes 5 dimensions, which are sensory attractiveness, cultural enchantment, spiritual benefits, symbol of lifestyle and modern atmosphere. The brand personality of West Lake embodies in sensory attractiveness and spiritual benefits, the brand personality of Kulangsu embodies in spiritual benefits and symbol of lifestyle, while the brand personality of the Bund embod- ies in sensory attractiveness and cultural enchantment. Based on the above results, some suggestions are put up for further research of tourism destination brand personality and the practice of tourism destination branding.

关 键 词：旅游目的地 城市滨水旅游目的地 目的地品牌 品牌个性 

分 类 号：F59[经济管理—旅游管理]