中国旅游城市品牌个性感知研究——基于广东入境游客视角  

Brand Personality Perception of China's Tourist Cities:A Perspective of Guangdong Inbound Tourists

作　　者：梁江川[1] 刘人怀[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《华南理工大学学报（社会科学版）》2015年第6期5-15,共11页Journal of South China University of Technology(Social Science Edition)

基　　金：国家社会科学基金项目资助(12BJY124)

摘　　要：品牌个性作为品牌形象体系中最核心的组成部分,引起实用界和学术界的广泛关注。然而,关于入境游客如何感知当代中国旅游城市品牌个性的问题,仍缺乏深入研究。首先通过严格的词汇筛选,提取出适用于入境游客评价中国旅游城市品牌个性的量表,然后,以广东入境游客为调查对象,通过长时间跨度、多语种的问卷抽样调查,得到来自64个国家和地区的1276个入境游客样本,基于因子分析和信效度检验,构建了当代中国旅游城市品牌个性的多维框架,由活力、真诚、现代、文化、粗犷、随和6个因子构成,并比较了六大文化区游客对中国旅游城市个性的感知差异,以及不同中国旅游城市的感知个性差异。As the most central part of the brand image system, brand personality has captured widespread attention of either practitioners or academics. However, as to how brand personality of contemporary China＇s tourist cities is perceived by inbound tourists, intensive study is still insufficient. Taking evidence from Guangdong inbound tourists, this paper carries out strict lexicon selection and long-period questionnaire. By means of the factor analysis and testing of validity and reliability of 1276 effective samples from 64 countries and regions, the present paper develops the brand personality scale of China＇s tourist cities which is suitable to be evaluated by inbound tourists, and constructs the factor framework of brand personality of China＇s tourist cities, which consists of six factors, namely vibrancy, sincerity, contemporary, culture, ruggedness and easygoingness. Then, it compares the significant differences of brand personality perception among tourists from six different cultural regions, and the significant differences of perceived personality among different tourist cities in China.

关 键 词：品牌个性 游客感知 旅游城市 入境游客 

分 类 号：F59[经济管理—旅游管理]