旅游目的地品牌性格的概念与测量  

Destination Brand Personality:Conceptualization and scale development

作　　者：许秋云 李雪松 郭弯弯 寇方译 陈秀珍 Xu Qiuyun;Li Xuesong;Guo Wanwan;Kou Fangyi;Chen Xiuzhen(Graduate Education Centre for Tourism and Cultural Management,2.School of Hotel and Tourism Management,Yunnan University of Finance and Economics,KunMing 650221,China)

机构地区：[1]云南财经大学旅游与文化管理研究生教育中心,云南昆明650221 [2]云南财经大学旅游与酒店管理学院,云南昆明650221

出　　处：《六盘水师范学院学报》2022年第2期14-26,共13页Journal of Liupanshui Normal University

基　　金：国家自然科学基金项目“大健康旅游地区位优势与游客需求的空间非线性耦合效应研究”(71964036);教育部人文社会科学研究项目“基于数据挖掘技术的旅游IP构建研究”(19XJA630002);云南省教育厅科学研究基金项目“云南健康生活目的地品牌性格塑造研究:感知调查、多维测评和实现路径”(2022Y531)。

摘　　要：旅游目的地品牌可以增加目的地的无形资产,提升目的地的核心竞争力和可持续发展能力。旅游目的地品牌像人一样具有性格已被国外学者研究和证实,然而国内相关研究鲜少。以丽江古城为例开发旅游目的地品牌性格量表,研究发现:一,艾克(Aaker)的品牌性格量表具有跨文化适应性,但用于不同类型旅游目的地时需要调适;二,人们能够清晰的感知到并表达出旅游目的地的性格特征,以丽江古城为案例地的旅游目的地品牌性格有兴奋、淳朴、势利三个维度。文章贡献在于提供了开发旅游目的地品牌性格量表的可行办法,同时所开发的量表为旅游目的地品牌性格测量和品牌一致性相关研究提供了理论支持和技术手段。Destination brand can increase the intangible assets of the destination,and enhance the core competitiveness and sustainable development ability of the destination.It has been studied and confirmed by foreign scholars that destination brands have personalities like people,but there are few relevant researches in China.Taking Lijiang ancient town as a case to develop the destination brand personality scale,the findings are as follows:the first,Aaker's brand personality scale has cross-cultural adaptability,but needs to be adjusted for different types of destinations;the second,people can clearly perceive and express the personality characteristics of destinations,and taking Lijiang ancient town as an example,the brand personality of tourist destinations has three dimensions:exciting,simplicity and snobbery.The contribution of this paper is to provide a feasible way to develop the destination brand personality scale,and the developed scale provides theoretical support and technical means for the destination brand personality measurement and brand consistency related research.

关 键 词：旅游目的地品牌性格 量表开发 丽江古城 

分 类 号：F59[经济管理—旅游管理]