旅游上市公司品牌形象对潜在旅游者购买意愿的影响  

Impact of Brand Image on Potential Tourists Purchase Intention of Listed Tourism Companies

作　　者：刘妍[1,2] 张红[1] 张俊丽[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710119 [2]酒泉职业技术学院旅游管理系,甘肃酒泉735000

出　　处：《资源开发与市场》2016年第6期764-768,共5页Resource Development & Market

基　　金：教育部人文社科规划基金项目"我国旅游上市公司成长性评价方法及应用研究"(编号:10YJA790243);陕西师范大学研究生培养创新基金项目"入境旅游流驱动下目的地城市的供给响应--东西部典型旅游城市的对比分析"(编号:2012CXB006)

摘　　要：采用2×2×2组间因子实验法探讨了我国旅游上市公司形象(高vs.低)、使用者形象(高vs.低)和产品服务形象(高vs.低)对潜在旅游者购买意愿的影响,同时分析了三者之间可能出现的交互作用。结果表明:(1)酒店类、景点类、综合类旅游上市公司产品服务形象对潜在旅游者的购买意愿具有显著影响。(2)酒店类、综合类旅游上市公司形象和使用者形象对潜在旅游者的购买意愿具有显著影响,景点类影响不显著。(3)酒店类、综合类旅游上市公司形象与使用者形象的交互效应显著,景点类交互效应不显著。(4)旅游上市公司形象与产品服务形象的交互效应在三类上市公司间均显著。This paper discussed the effects of tourists＇ purchase intention caused by listed tourism companies＇ image（ high vs. low）,users＇ profiles（ high vs. low） and the image of product services（ high vs. low） of Chinese listed tourism companies by used factorial experiment method of 2 × 2 × 2 between two opposing factors. At the same time,it analyzed the possible interactions among the three.（1）Results showed that image of product services of hotel,scenic sights,comprehensive tourism of listed companies dramatically affected potential tourists＇ purchase intention.（2）The image of hotel,comprehensive tourism of listed companies and users＇ profiles had a profound effect on the purchase intentions of potential tourists,but the effect of scenic sights was insignificant.（3）The images of listed tourism companies and user＇s profiles interact was significantly in hotel and comprehensive tourism of listed companies,while interact was insignificantly in scenic spots.（4）The interaction effects between the image of tourism companies and the product services had great influence among the three types of listed companies.

关 键 词：旅游上市公司 品牌形象 潜在旅游者 购买意愿 

分 类 号：F590.82[经济管理—旅游管理] F590.654[经济管理—产业经济]