城市居民对旅游城市品牌形象的感知:基于品牌概念地图方法  

On Urban Residents Perception of Brand Images of Tourist Cities:Based on Brand Concept Map Method

作　　者：纪春礼[1] 曾忠禄[1] JI Chunli;ZENG Zhonglu;Gaming Teaching and Research Centre;Macao Polytechnic Institute;

机构地区：[1]澳门理工学院博彩教学暨研究中心,澳门999078

出　　处：《旅游科学》2017年第4期64-78,共15页Tourism Science

基　　金：澳门基金会资助澳门理工学院科研项目"马耳他产业多元化成功经验及澳门的借鉴研究"(RP/OTHER-03/2017);国家自然科学基金项目"基于营销-金融对接视角的市场基础性资产与企业价值关系研究"(71462034)

摘　　要：本文采用品牌概念地图的方法,选取澳门为案例,以103名澳门居民为研究样本,构建了"澳门"的品牌概念地图,直观揭示了本地居民对"澳门"的品牌形象感知网络结构。研究显示,澳门居民对"澳门"的品牌形象感知主要聚焦于"赌场林立""地方很小""很多美食""中西文化融合""一国两制"5个方面;对"澳门"品牌形象的深层次感知则集中在"赌场林立""地方很小""中西文化融合"3个维度上。研究还发现,澳门居民对"澳门"这一品牌发展中的博彩元素存在负面感知之处,总体的品牌形象感知存在提升空间。Taking Macao as an example of a tourist city,this paper took the brand concept maps approach to investigate into the perceptions people have about a city brand and the way they organize these perceptions in their minds on the basis of sampling 103 Macao residents.According to the brand concept maps of Macao,＂Casinos Everywhere＂,＂Small City＂,＂Many Delicious Foods＂,＂Blending of Chinese and Western Culture＂ and ＂One country,Two systems＂ are the first level of brand image perceptions in the Macao residents minds.While,the deeper level of brand image perception is focused on three dimensions.That are ＂Casinos Everywhere＂,＂Small City＂ and ＂Blending of Chinese and Western Culture＂.Meanwhile,the residents have some negative perceptions on the brand development of Macao’s gambling elements and the overall brand image of Macao also has some development space.This study found that the brand concept map approach is a feasible method for city managers to apply for enhancing a city’s brand image and fostering its brand equity.

关 键 词：品牌概念地图 城市品牌形象 旅游城市 澳门 

分 类 号：F592.7[经济管理—旅游管理]