目的地品牌个性感知过程研究:一个理论分析框架  

Destination Brand Personality Perception Process:A Theoretical Framework

作　　者：潘莉[1] 金康伟[2] 

机构地区：[1]浙江师范大学经济与管理学院,浙江金华321004 [2]浙江师范大学正阳旅游研究院,浙江金华321004

出　　处：《旅游导刊》2018年第1期22-36,共15页Tourism and Hospitality Prospects

基　　金：浙江省自然科学基金项目(青年基金)"基于性别气质的旅游目的地营销研究:目标框架和背景效应"(LQ18G020006)资助

摘　　要：品牌个性能够帮助人们实现对特定目的地的快速联想和定位评价。当前研究集中关注品牌个性在不同文化背景目的地中表现出的维度差异结果,但在人们如何形成对目的地品牌个性的感知这一关键问题上,还缺乏深入探讨。本文遵循行为地理学研究范式,通过划分目的地品牌个性感知要素层次和解析地方空间结构,构建了目的地品牌个性感知过程的理论分析框架。本文主要结论包括:(1)从时间跨度看,目的地品牌个性的感知包括出游前的初始整体感知和出游过程中的在场具体感知;(2)从空间尺度看,人们对目的地品牌个性的感知包括旅游情境和具体场所两个层次;(3)从场所结构看,人们对目的地品牌个性的感知包括空间布局功能性、空间要素存在性和场所精神特性3个维度。Potential tourists use destination brand personality to make a quick image association and positioning evaluation towards a specific place. Current studies mainly focus on the different dimensions of destination brand personality under different cultural contexts. As for the process of how people perceive a specific destination brand personality, however, remains unclear. The present study follows the research paradigm of behavioral geography, and raises a theoretical analysis framework of destination brand personality perception by categorizing the key elements of brand personality perception and deconstructing the tourism space. The main research conclusions are as follows：（1） from the span of time flow, the perception of destination personality could be separated into the wholesome perception before traveling and the concrete perception during on-site traveling.（2） From the space scale, destination brand personality is perceived via a tourism context and a more specific place.（3） From the perspective of deconstructing the place, there exists three dimensions for people to perceive destination brand personality, which are element functionality in the whole spatial layout, the existence of spatial elements and the characteristics of loci spirit respectively. Theoretically, this study contributes to the understanding of the whole perception process of destination brand personality. As for managerial implications, the study enlightens the destination marketing organizations to make good use of elements people rely on to perceive destination brand personality, and therefore, could cultivate vivid brand personality in the destination marketing operations.

关 键 词：目的地品牌个性 拟人化认知 旅游情境 场所 

分 类 号：F59[经济管理—旅游管理]