生活方式型旅游目的地品牌个性建构——基于苏州古城案例的混合方法研究  

Construction of a Lifestyle Tourism Destination Brand Personality:A Mixed-Method Study based on the Case of the Ancient City of Suzhou

作　　者：周永博[1] 程德年[1] 胡昕[1] 魏向东[1] 

机构地区：[1]苏州大学社会学院旅游管理系,江苏苏州215123

出　　处：《旅游学刊》2016年第7期85-95,共11页Tourism Tribune

基　　金：教育部人文社会科学研究基金一般项目"苏州古城旅游意象媒介表征及其协同更新研究"(14YJCZH229);国家旅游局旅游业青年专家培养计划"国际特色旅游目的地品牌创建研究"(TYETP201528);国家自然科学基金项目"国民休闲背景下城市游憩空间意象的特征;效应与形成机制研究"(41261029);国家自然科学基金项目"地域文化对区域旅游发展的作用机理与效应评价:以苏南地区为例"(41301138);江苏省普通高校研究生科研创新计划项目"生活方式型旅游目的地品牌个性和形象研究"(KYLX15_1299);苏州市文化研究项目"苏州世界遗产城市品牌战略实施路径研究"联合资助~~

摘　　要：近年来,苏州古城围绕本土生活方式打造目的地品牌,为苏州传统的"天堂苏州,东方水城"旅游目的地品牌赋予了新内涵,一种围绕"苏式生活"的旅游目的地品牌个性被逐步建构起来。在致力打造生活方式型旅游目的地品牌的过程中,目的地形象对其品牌个性究竟有何影响?如何依托目的地形象发展目的地品牌个性?针对这两个问题,论文简要回顾旅游目的地形象及品牌个性研究进展,在此基础上采用深度访谈、扎根理论、问卷调查、统计分析相结合的"混合方法",一方面,依托质性材料,采用扎根理论分析生活方式型旅游目的地形象及其品牌个性的基本结构,另一方面,根据问卷调查数据,采用结构方程模型验证生活方式型旅游目的地形象对其品牌个性的建构效应。研究表明:游客对苏州古城旅游目的地形象认知主要包含游憩功能、空间格局、文化氛围、文化创意、文化功能5个方面,而游客对其生活方式型旅游目的地品牌个性认知则主要体现在生活氛围、生活状态、生活品质3个维度。在依托"苏式生活"推动旅游目的地品牌化进程中,苏州古城旅游目的地形象5大因素对其目的地品牌个性均有显著影响。在此基础上,研究提出依托苏州古城旅游目的地品牌形象建设,培育和发展生活方式型目的地品牌个性的导向和对策,为同类型旅游目的地品牌个性培育提供理论和实践支持。The ancient city of Suzhou is building a destination brand with the local lifestyle at its core. This has given new connotations to Suzhou＇s traditional city brand image of ＂Paradise on Earth, Oriental Water City.＂ As a result, a tourism destination brand personality based on the ＂Suzhou Lifestyle＂ was constructed gradually. However, this raised some questions. In a destination like the ancient city of Suzhou, what is the relationship between tourism destination brand image and tourism destination brand personality？ Is the current destination brand image able to support the construction of a destination brand personality？ The current research paper focuses on these two key issues. This paper consists of six parts. The first part introduces the research background. In the second part, a literature review explores the research progress on tourism destination brand image and personality. In conclusion, research on destination brand personality is more concerned about the tourism destination characteristics, which reflect the unique tourism destination brand image elements. The third part comprises the research design. Because of the lack of research on the relationship between tourism destination brand image and tourism destination brand personality, this paper used a mixed-method design as the best methodology. In particular, the current paper first used semi-structttred interviews to understand tourists＇ destination brand image of Suzhou and the Suzhou Lifestyle destination brand personality. One hundred twenty-one interviews were conducted, which produced approximately 740 minutes of interview recordings and an almost 21,000-word manuscript. Structured questionnaires were used to collect data, and 773 valid questionnaires were recovered. The fourth part presents the model hypothesis. To identify the dimensions of tourists＇ brand image and the Suzhou Lifestyle destination brand personality, exploratory factor analysis （EFA） and confirmatory factor analysis （CFA） were chosen. Based on the

关 键 词：旅游 目的地 形象 品牌个性 生活方式 苏州 古城 

分 类 号：F592.7[经济管理—旅游管理]