旅游广告干预对旅游目的地品牌个性的影响——基于乌镇案例的实证研究  

Influence of Advertising Intervention on Destination Brand Personality——The Case of Wuzhen

作　　者：顾秀玲 张一 李丽梅[3] 

机构地区：[1]无锡环境科学与工程研究中心,江苏无锡214000 [2]无锡城市学院,江苏无锡214000 [3]华东师范大学商学院,上海200241

出　　处：《资源开发与市场》2015年第12期1549-1552,共4页Resource Development & Market

基　　金：国家社科基金项目"我国城市休闲化的指标体系;质量测度与提升路径研究"(编号:13BGL094);江苏省教育厅高校哲学社会科学基金项目"休闲时代背景下环太湖流域度假型酒店的开发研究--以无锡市为例"(编号:2013SJD630106)

摘　　要：目的地品牌个性是目的地品牌化建设的关键要素,能为目的地打造独一无二的身份识别。为了探讨旅游广告干预对目的地品牌个性的影响,采用2×2因素对照组前后测被试间设计。结果表明,旅游广告干预会对受众的目的地品牌个性感知产生很大程度的影响;高渗透旅游广告相比较低渗透广告能使受众对目的地品牌个性产生更清晰的感知;寻求和逃避两种不同的旅游广告诉求对受众目的地品牌个性具体维度的感知产生不同的影响;旅游广告的渗透程度和诉求方式对受众目的地品牌个性具体维度的感知产生交互影响。在此基础上,对研究结论进行讨论并提出了相关营销建议。Brand personality（BP） was often presented as a key component for building destination brands and crafting a unique identity for tour- ism places. This paper aimed to examine how tourism advertising influences tourists＇ BP perception. A pretest- posttest design was used for both ex- perimental group and control group. A 2 ~ 2 factorial between - subjects design was implemented within the experimental groups. The results showed ： A significant impact on tourists＇ BP perception was made by the advertising intervention. Higher explicit formation of BP would be more driven by the high penetrating advertising than by the low penetrating advertising. Seeking appeal advertising or escaping appeal advertising drove perception of dif- ferent dimensions of BP differently. There was an interaction on the perception of some certain dimension of BP between the advertising penetrating de- gree and the mode of advertising appeal. Some practical suggestions were also provided.

关 键 词：旅游目的地品牌个性 旅游广告干预 广告诉求 广告渗透 

分 类 号：F590.654[经济管理—旅游管理]