乡村旅游地供给感知、品牌价值与重游意愿  

Supply Perception of Rural Tourism Destinations, Brand Value and Willingness to Revisit

作　　者：王跃伟[1] 佟庆 陈航[2] 吴昕阳 曹宁[1] WANG Yuewei;TONG Qing;CHEN Hang;WU Xinyang;CAO Ning(Business School, Liaoning University, Shenyang 110136, China;School of Economics and Management, Shenyang Ligong University, Shenyang 110159, China)

机构地区：[1]辽宁大学商学院,辽宁沈阳110136 [2]沈阳理工大学经济管理学院,辽宁沈阳110159

出　　处：《旅游学刊》2019年第5期37-50,共14页Tourism Tribune

基　　金：教育部人文社会科学研究青年基金项目"互联网环境下基于旅游者情感的目的地品牌评价体系研究"(16YJC630130);辽宁省社会科学规划基金项目"互联网环境下辽宁乡村旅游地品牌定位与传播研究"(L17BGL008);辽宁省社会科学规划基金项目"大数据背景下基于旅游者感知的辽宁乡村旅游供给提升路径研究"(L18BGL014);辽宁省经济社会发展研究课题"大数据背景下辽宁文化旅游品牌定位与提升策略"(2019lslktqn-026)共同资助~~

摘　　要：随着游客对乡村旅游地供给需求的多元化,乡村旅游地所面临的竞争环境越来越激烈,创造品牌价值进而提高游客的重游意愿成为乡村旅游地的必然战略选择。为探究乡村旅游地供给感知、品牌价值与重游意愿三者之间的关系,该研究首先通过文献梳理,识别出乡村旅游地供给感知与品牌价值的主要维度,并构建了三者关系的理论框架;其次对辽宁省3个乡村旅游地的508名游客进行了问卷调研;最后根据调研数据,对概念模型和研究假设进行了检验。结果表明:游客对于乡村旅游地供给的感知是品牌价值形成的驱动力,其可分为旅游产品感知和促销感知两个方面。其中,旅游产品感知仅有助于提升乡村旅游地品牌的功能价值,但对情感价值的正向作用不显著;促销感知对于乡村旅游地品牌的功能价值和情感价值均有正向作用;旅游产品感知与促销感知的交互作用有助于提升乡村旅游地品牌的功能价值,但二者的交互作用对情感价值的影响并不显著。另外,乡村旅游地品牌的功能价值和情感价值都能显著正向影响游客的重游意愿,游客的重游意愿可用于乡村旅游地品牌价值传递效果的评价。Rural tourism has developed rapidly in recent years, playing a positive role in developing the economy of the countryside and satisfying the tourism needs of urban residents. Some excellent destinations in rural China(such as Xidi, Hongcun, etc.) have established a clear brand image in the market that distinguish themselves from competitors and meet the needs of and occupy a favorable place in the minds of tourists. However, with the emergence of several rural destinations, problems such as single supply structure, a mismatch between supply and demand, and insufficient effective supply are increasingly prominent. These problems are mainly manifested in the simplification and homogenization of rural tourism offerings, an uneven quality of service, and slow development of the concept of leisure and vacation among the general population. The single and homogeneous phenomenon of the supply of destinations affects tourists’ perception of the brand value of rural tourist spots, while the insufficient perception of the brand value among tourists has a great impact on their willingness to revisit. Brand building is an innovative way forward for the development of rural tourism, and the only way out of the current predicament. The realization of brand value is the ultimate goal for rural destinations. This is true during operations and in marketing efforts and market maintenance. Establishing a brand value is the most effective means of standing out in the pack of rural tourism products. Supply factors are the internal support and external guarantee for the formation of a rural destination’s brand value. By utilizing supply factors such as agricultural production, ecological environment and folk culture with local characteristics, the emotional relationship between tourists and a rural destination’s brand can be strengthened;and the unique functional value and emotional value of a destination’s brand can be formed. At the same time, a successful rural tourism destination brand can build a bridge between the supply

关 键 词：供给感知 品牌价值 重游意愿 乡村旅游地 

分 类 号：F59[经济管理—旅游管理]