度假酒店品牌性格对顾客忠诚度的影响研究——以云南、海南度假酒店为例  

Research on the Influence of Resort Brand Personality on Customer Loyalty——Taking Resorts in Yunnan and Hainan for Example

作　　者：郭弯弯 李雪松 许秋云 张晓露 陈秀珍 GUO Wanwan;LI Xuesong;XU Qiuyun;ZHANG Xiaolu;CHEN Xiuzhen(Graduate Education Centre for Tourism and Cultural Management,Yunnan University of Finance and Economics,Kunming 650221,Yunnan,China;School of Hotel and Tourism Management,Yunnan University of Finance and Economics,Kunming 650221,Yunnan,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：《旅游研究》2022年第6期51-66,共16页Tourism Research

基　　金：教育部人文社科项目“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：酒店品牌可以提高酒店的核心竞争力,增加酒店的无形资产,同时关系到酒店的可持续盈利能力。酒店形成鲜明的品牌性格并获得顾客忠诚是至关重要的。文章以问卷方式收集数据,进行探索性因子分析、验证性因子分析以及结构方程模型检验,以测量酒店品牌性格对顾客忠诚度的影响。研究发现:度假酒店品牌在“兴奋”“真诚”“能力”三个维度上具有明显的性格特征,阿克(Aaker)的品牌性格量表具有跨文化适应性;酒店品牌性格对品牌忠诚度有正向影响,打造突出的性格特征可以提升酒店品牌忠诚度。文章探讨了酒店品牌性格及其与顾客忠诚度的关系,为塑造受欢迎的酒店品牌性格、提升顾客忠诚度提供有效途径。A hotel brand can improve the core competitiveness of hotels,increase the intangible assets of the hotel,and relates to the hotel s sustainable profitability.It is essential for a hotel to develop a distinct brand personality and gain customer loyalty.This article collects data by questionnaire and conducts exploratory factor analysis,confirmatory factor analysis,and structural equation model testing to measure the impact of hotel brand personality on customer loyalty.The study found that:resort hotel brands have obvious personality characteristics in the three dimensions of“excitement”,“sincerity”and“ability”,and at the same time,it verifies that Aaker s brand personality scale has cross-cultural adaptability;Hotel brand personality has a positive impact on brand loyalty,so creating outstanding personality characteristics can improve hotel brand loyalty.This article disscusses the relationship between hotel brand personality and customer loyalty,so as to provide an effective way to build a popular hotel brand personality and enhance customer loyalty.

关 键 词：度假酒店 品牌性格 顾客忠诚度 

分 类 号：F59[经济管理—旅游管理]