古城旅游目的地品牌个性——苏州案例的实证研究  

Tourism destination brand personality:A case study of ancient Suzhou

作　　者：程德年[1] 

机构地区：[1]苏州大学社会学院,江苏苏州215123

出　　处：《旅游研究》2016年第4期56-63,共8页Tourism Research

基　　金：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)

摘　　要：独特的目的地品牌个性是旅游目的地差异化定位有效工具。研究以苏州古城为案例,以质性材料分析结果为主要依据,探究苏州古城旅游目的地品牌个性。首先,内容分析显示"文化""古典""独特""现代"等是旅游者感知的苏州古城目的地品牌个性。其次,结合品牌个性本土化研究成果,研究设计问卷,开展调研收集数据。最后,探索性和验证性因素分析发现,"雅""勇""仁""智""乐"是苏州古城旅游目的地品牌个性的突出特征。据此,阐述研究的理论价值和实践价值。Unique destination brand personality is an effective tool for tourism destination differential positioning. The current research takes ancient city of Suzhou as a study case, and takes the analysis of qualitative materials results as their main basis for exploring destination brand personality of Suzhou. First of all, the content analysis shows that cultural, classical, unique, modern characteristics, and so forth, are the destination brand personality of Suzhou that tourists can perceive. Second, combining with lo- calization research results of brand personality, this paper designs survey questionnaire, and studies the collected data. Finally, exploratory and confirmatory factor analysis finds that ＂elegance＂, ＂courage＂, ＇＂ benevolence＂, ＂ wisdom＂, and ＂happiness＂ are the prominent features of destination brand personality of ancient Suzhou. According to the conclusion, the final part of this article elaborates the theoretical and practical value of present study.

关 键 词：目的地 品牌个性 苏州古城 

分 类 号：F592.7[经济管理—旅游管理]