旅游目的地品牌个性认知机制探索及应用:以一项大学生游客ERP实验为例  

Exploration and Application of Cognitive Mechanism of Destination Brand Personality: Taking an ERP Experiment of College Students as an Example

作　　者：汪京强[1] 林静远 李丹 肖曲 Wang Jingqian;Lin Jingyuan;Li Dan;Xiao Qu(College of Tourism,Huaqiao University;School of Hotel ＆ Tourism Management,Hong Kong Polytechnic University)

机构地区：[1]华侨大学旅游学院 [2]香港理工大学酒店与旅游业管理学院

出　　处：《南开管理评论》2018年第4期206-218,共13页Nankai Business Review

基　　金：华侨大学研究生科研创新能力培育计划项目(17013121006)

摘　　要：品牌个性作为目的地品牌化战略的重要部分深受目的地管理者与学者的关注,而考察游客对目的地个性的认知对目的地品牌管理至关重要。为更全面、深入地考察游客目的地个性认知及其机制,本研究采用事件相关电位技术(ER P),在传统品牌个性维度构建的基础上,探索了两类大学生游客群体(潜在游客与现实游客)对目的地品牌个性认知的神经机制,以期为目的地品牌个性定位及传播效果预测提供基于神经生理学的理论支持。研究发现:(1)在以目的地类型为尺度的个性认知上,所有游客均能快速识别出鼓浪屿和兵马俑的高匹配个性。(2)大学生游客更认可兵马俑的"能力"和"进取"个性维度,脑电上表现出明显的N400效应。(3)两类游客在鼓浪屿高匹配个性维度认知上存在分离。潜在游客更加认可其"仁和"维度,脑电上表现出明显的N400效应;现实游客更加认可"激情"维度,脑电上表现出明显的P6 0 0效应。综上,研究揭示出潜在游客目的地个性认知为单一阶段加工,依赖于一般知识的唤醒;现实游客目的地个性认知为两阶段加工,不仅受到一般知识,还受到情节体验记忆的影响。As an important part of destination branding, brand personality has been focused by destination managers and researchers for a long time. For exploring the cognitive process mechanism on destination brand personality, we adopted the event-related potentials（ERP） technique and prime-target paradigm to identify the difference in two group tourists（potential tourists and actual tourists） to destination brand personality decision task. Results showed that： First, compared with the lower-matched personality words, all participants could rapidly recognize the high-matched personality words of Gulangyu Island and Terracotta Warriors. Consistent with behavior consequences, significant N400 and P600 effects in ERPs were also observed. Practically speaking, in the Terracotta Warriors, lower-matched personality words evoked more negative N400 and positive P600 than high-matched words. The scalp distribution of the N400 is vast and the P600 effect mainly happened in the central lobe（left hemisphere）, indicated that cognitive process of Terracotta Warriors mainly based on the N400 effect. In Gulangyu Island, the N400 effect was mostly observed at the frontal and central lobes. And P600 effect was mainly induced at the frontal lobes, indicated that the cognitive processing on Gulangyu Island based on both N400 and P600 effect. Second, potential tourist participants approved of powerful and aggressive as the most suitable personality dimensions to Terracotta Warriors, either in behavior or ERP results. Third, we also found those two group participants were diverse in the cognitive process on Gulangyu Island. Potential tourists regarded merciful as a representative personality dimension to Gulangyu Island, and a significant N400 effect further supported it, indicated that automatic perceptual memory retrieval was important to personality recognition. On the other hand, real tourists believed that passion was more harmonious with Gulangyu Island. And it was proven by a P600 effect in the right frontal lobe, indicate

关 键 词：目的地品牌个性 事件相关电位 游客认知 N400 P600 

分 类 号：F592.7[经济管理—旅游管理]