真有之情和应有之情:旅游目的地品牌情感模型研究——基于自我构念的调节作用  

Real Emotion and Assumed Emotion: A Model of Brand Emotion of Tourism Destination——Based on the Moderation Effect of Self-construal

作　　者：吴恒[1] 路婷婷 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《资源开发与市场》2017年第10期1254-1258,1275,共6页Resource Development & Market

基　　金：国家自然科学基金项目"基于多重关系网络演化的用户创造内容机制研究:以社会化购物为背景"(编号:71372127)

摘　　要：将品牌情感的两个维度——"真有之情"和"应有之情"纳入旅游目的地品牌情感模型,并将自我构念作为调节变量,以大学生为样本,使用结构方程模型检验了真有之情、应有之情、目的地态度和旅游意向之间的关系。研究发现:(1)旅游目的地品牌情感具有"真有之情"和"应有之情"两个维度,且真有之情的影响作用大于应有之情;(2)自我构念会调节品牌情感(真有之情/应有之情)和目的地态度之间的关系,外显的(品牌)情感差异和内隐的自我(构念)差异具有一致性。因此,旅游目的地营销组织要根据游客自我构念类型进行市场细分、培育差异化品牌、激发游客的真有之情和应有之情。This paper introduced the two dimensions of brand emotion, real emotion and assumed emotion, into the model of brand emotion of tourism destination, and took self- construal as moderator variable. The SEM was used to examine the relationships between real emotion, assumed emotion, destination attitude and visit intention. The authors found that, there were two dimensions, real emotion and assumed emotion, in brand emo- tion of tourism destination, while real emotion had more significant impact on destination attitude than assumed emotion. In addition, self - construal had a moderation effect between true emotion/assumed emotion and destination attitude, there was consistency between explicit emotional differences and implicit self differences in tourism research field. Therefore, the tourism destination marketing organization should carry out accurate marketing segmentation based on the type of self- construal, cultivate differentiated brands, and inspire tourists＇ real emotion and assumed emotion.

关 键 词：真有之情 应有之情 自我构念 目的地态度 旅游意向 

分 类 号：F590.82[经济管理—旅游管理]