工业旅游体验对消费者企业品牌忠诚的影响研究  

A Study on How Industrial Tourism Experience Affects Consumer Brand Loyalty

作　　者：李平[1] 司瑞杰 LI Ping;SI Ruijie(Management College,Ocean University of China,Qingdao 266100,Shandong,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《旅游研究》2020年第4期11-22,共12页Tourism Research

摘　　要：企业开展工业旅游会对企业品牌带来何种影响一直缺乏有效论证。研究从消费者体验视角出发,利用结构方程及Bootstrap中介检验法,引入中介变量企业品牌认同,探索工业旅游体验对品牌忠诚的影响及作用机制。研究发现,工业旅游体验能够对工业母体品牌忠诚产生显著影响,在这个过程中,企业品牌认同发挥部分中介作用;工业旅游体验的两个维度,认知体验与互动体验对品牌忠诚的影响力大小不同,互动体验产生的总效应大于认知体验的总效应。研究结论为企业在体验经济背景下,如何开发高质量的工业旅游、如何通过工业旅游体验有效提升品牌忠诚提供参考。There has been a lack of effective demonstration on the impact of industrial tourism on corporate brands.Based on the perspective of consumer experience,this paper explores the relationship among industrial tourism experience,corporate brand identity and brand loyalty by using structural equation and Bootstrap intermediary test method.The research shows that industrial tourism experience can have a significant impact on consumer's brand loyalty to industrial matrix.In this process,consumer's brand identity plays a part of intermediary role.The two dimensions of industrial tourism experience,namely,cognitive experience and interactive experience,have different influence on brand loyalty,and the influence of interactive experience is slightly greater than that of cognitive experience.The conclusion of the research provides a reference for enterprises to develop high-quality industrial tourism and a way to enhance brand loyalty effectively through industrial tourism experience under the background of experience economy.

关 键 词：工业旅游 认知体验 互动体验 品牌忠诚 

分 类 号：F59[经济管理—旅游管理]