旅游地品牌认同与旅游者忠诚关系的实证研究框架建构  

An Empirical Research of the Construction of Framework of the Relationship between Brand Identity for Tourist Destinations and Tourists Loyalty

作　　者：熊元斌[1] 吕丹[1] 

机构地区：[1]武汉大学,湖北武汉430072

出　　处：《武汉商学院学报》2014年第6期5-10,共6页Journal of Wuhan Business University

摘　　要：构建强烈的旅游者——旅游地品牌关系对于旅游目的地赢得持续竞争优势具有重要战略意义。本文系统梳理了旅游学和营销学领域相关文献,将社会认同理论和自我归类论引入旅游目的地研究中,提出了旅游地品牌认同这一概念,明晰了其概念内涵与结构维度,并对旅游地品牌认同与旅游目的地品牌满意、信任和忠诚的关系进行了阐述,最终构建出一个实证研究框架,这为旅游者—旅游地关系、旅游地品牌忠诚以及旅游目的地形象的研究提供新的视角和研究启示。Building strong relationships between tourists and the tourist destination brand has important strategic significance to win sustainable competitive advantage for the tourist destinations.This paper reviews the related litera-ture in the field of tourism and marketing, introduces social identity theory and classification theory to tourism desti-nation research, puts forward the concept of brand identity for tourist destinations, clarifies the connotation of the con-cept and structure dimensions, and elaborates the relationship between brand identity for tourist destinations and brand satisfaction, trust and loyalty.Finally it constructs an empirical research framework, which provides a new per-spective and implications for the research for relationships between tourists, tourist destination and brand loyalty as well as the tourist destination image.

关 键 词：旅游地品牌认同 旅游者忠诚 社会认同理论 

分 类 号：F592[经济管理—旅游管理]