豪华酒店品牌情感创造及品牌形象对顾客忠诚度的影响研究  

The Impact of the Emotional and Brand Image Created by the Hotel Brandy Story on the Brand Loyalty of Luxury Hotel Customers

作　　者：张建强 张金月 杨东伟 ZHANG Jian-qiang;ZHANG Jin-yue;YANG Dong-wei(Hainan Tropical Ocean University International College,572022,Sanya,Hainan,China;Hainan Tropical Ocean University tourism School Reservation,572022,Sanya,Hainan,China)

机构地区：[1]海南热带海洋学院国际学院,海南三亚572022 [2]海南热带海洋学院旅游学院,海南三亚572022

出　　处：《特区经济》2022年第4期115-119,共5页Special Zone Economy

基　　金：海南省国际海岛休闲度假旅游研究基地项目;2021年度三亚市哲学社会科学资助课题(项目编号:SYSK2021-07);2020年度海南热带海洋学院科研启动资助项目(项目编号:RHDRC2020015);海南热带海洋学院教改项目:国际旅游消费中心建设背景下旅游管理专业人才培养模式创新研究(项目编号:RHYjg2020-46)。

摘　　要：品牌是对公司及其产品、售后服务、文化价值的一种评价和认可,是一种信任。品牌已经是产品综合质量的体现和代表。当人们想到某个品牌时,他们总是将其与时尚、文化和价值联系在一起。加强和扩大,不断从低附加值转向升级到高附加值,转向高水平的产品开发优势、产品质量优势和文化创新优势。当品牌文化被市场认可并接受时,品牌便产生其市场价值。对于酒店而言,品牌文化非常重要。传达品牌文化的最直接方法是讲好品牌故事。本文梳理品牌库存故事所产生的情感和品牌形象与客户忠诚度之间的关系并提供一些建议,以增强品牌情感、品牌形象和客户忠诚度之间的关系。Brand is a kind of evaluation and recognition of a company and its products,after-sales service,cultural value,it is a kind of trust.A brand is already a manifestation and representative of the comprehensive quality of a product.When people think of a certain brand,they will always associate it with fashion,culture,and value.Strengthen and enlarge,constantly shift from low added value to high added value upgrade,to a high-level transformation of product development advantages,product quality advantages,and cultural innovation advantages.When the brand culture is recognized and accepted by the market,the brand produces its market value.For hotels,brand culture is very important.The most direct way to convey brand culture is through brand stories.In this paper,the researchers provide the relationship between the emotion and brand image created by the brand stock story and customer loyalty.It also provides some recommendations to enhance the relationship between brand emotion,brand image and customer loyalty.

关 键 词：品牌故事 品牌情感 品牌形象 顾客忠诚度 

分 类 号：F590[经济管理—旅游管理]