网络负面口碑对旅游目的地品牌资产稀释效应——熟悉度和易感性的调节作用  

DILUTION EFFECTS OF ONLINE NEGATIVE WORD-OF-MOUTH ON BRAND EQUITY FOR TOURISM DESTINATION: MODERATING EFFECTS OF FAMILIARITY AND SUSCEPTIBILITY

作　　者：胥兴安[1,2] 王立磊[3] 杨懿[4] 

机构地区：[1]山东师范大学商学院,济南250014 [2]山东师范大学心理学院,济南250014 [3]山东青年政治学院经济管理学院,济南250103 [4]云南大学工商管理与旅游管理学院,昆明650091

出　　处：《人文地理》2015年第5期126-133,共8页Human Geography

基　　金：国家旅游局面上项目(15TABG026);山东省高校人文社科研究计划项目(J15WB06);山东师范大学青年教师科研项目(人文社会科学类)(14SQR014)

摘　　要：文章以云南丽江为旅游目的地,通过准实验法检验网络负面口碑对目的地品牌资产的稀释效应,并探讨这一稀释效应是否受到熟悉度和易感性的调节。结果表明:网络负面口碑对目的地品牌资产存在稀释效应;即使是对目的地高熟悉度的消费者而言,这种稀释效应也是存在的,而且研究还发现熟悉度越高,品牌资产的稀释效应越强;就对目的地网络口碑的易感性而言,网络负面口碑对目的地品牌资产的稀释效应是相对稳定的;就目的地品牌资产各个维度比较而言,网络负面口碑对品牌忠诚的影响最大,对品牌形象和感知质量的影响次之,对品牌意识的影响最小。This paper selects Lijiang of Yunnan province as its tourism destination, verifies the dilution effects of online negative word-of-mouth（WOM） on tourism destination brand equity through quasi-experimental method. The results show that dilution effects of online negative WOM on destination brand equity always exist. For those consumers of high-familiarity to the destination, these effects still exist. And this research showed that higher familiarity would cause stronger brand equity dilution effects. Research conclusions provide many important management revelations. Firstly, tourism destination authorities should realize that online negative WOM has dilution effects on brand equity for a tourism destination and actively maintain brand equity. Secondly, authorities should strengthen the brand construction and management, and shape good tourism destination image to reduce perceived consistency of online negative word-of-mouth for resisting dilution effects. Thirdly, those tourism destinations owning high brand equity should not totally depended on interests from high familiarity and high brand equity, and realize dilution effects. Fourthly, those consumers with low susceptibility are vulnerable to online negative WOM.

关 键 词：网络负面口碑 旅游目的地 品牌资产 稀释效应 

分 类 号：F590[经济管理—旅游管理]