旅游目的地居民品牌大使行为形成机制——基于MOA模型的实证分析  

Antecedents of Residents’Brand Ambassadorial Behavior for Tourism Destination:An Empirical Study Based on MOA Model

作　　者：龙春凤 单军 柴啸森 LONG Chun-feng;SHAN Jun;CHAI Xiao-sen(School of Business Administration,Chongqing Technology and Business University,Chongqing 400061,China;School of Management,Ocean University of China,Qingdao 266100,China;School of Economy,Shandong University,Jinan 250014,China)

机构地区：[1]重庆工商大学工商管理学院,重庆400067 [2]中国海洋大学管理学院,山东青岛266100 [3]山东大学经济学院,山东济南250014

出　　处：《经济问题》2023年第6期96-105,共10页On Economic Problems

基　　金：重庆市社会科学规划项目“居民目的地品牌大使行为的形成机制与培育策略研究”(2019BS079);教育部人文社科青年项目“居民目的地品牌大使行为研究:结构维度、形成机理及旅游者响应机制”(20YJC790091);国家社科基金一般项目“社会公平视阈下我国景区-社区冲突演化机理与治理模式研究”(20BGL160)。

摘　　要：旅游目的地居民品牌大使行为是推动目的地品牌化的重要途径。基于拓展的MOA模型,运用SEM分析方法,从动机、机会、能力、品牌认同等方面探讨了旅游目的地居民品牌大使行为的形成机制。结果表明:动机层面,责任感、自豪感、个人获益对旅游目的地居民品牌大使行为具有显著的正向影响;机会层面,政府支持对旅游目的地居民品牌大使行为影响显著;能力层面,自我效能对旅游目的地居民品牌大使行为具有显著的正向影响;中介检验显示政府支持会通过个人获益间接影响旅游目的地居民品牌大使行为,自我效能会通过责任感、自豪感和个人获益间接影响旅游目的地居民品牌大使行为;调节效应显示品牌认同在政府支持、自我效能、责任感、自豪感、个人获益与旅游目的地居民品牌大使行为的关系中起正向调节作用。以上结论推进了旅游目的地居民品牌大使行为的理论研究,为目的地营销组织策略的制定提供了参考。Residents’brand ambassadorial behavior for tourism destination has become an important way to promote destination branding.Based on the MOA model,this paper discusses the antecedents of residents’brand ambassadorial behavior for tourism destination from three aspects:motivation,opportunity and ability.The results show that at the motivation level,responsibility,pride and personal benefit positively affects residents’brand am⁃bassadorial behavior for tourism destination;At the opportunity level,government support has a positive impact on residents’brand ambassadorial behavior for tourism destination;At the ability level,self-efficacy affects resi⁃dents’brand ambassadorial behavior for tourism destination.The mediation test shows that personal benefit medi⁃ates the effect of government support on residents’brand ambassadorial behavior for tourism destination.Addition⁃ally,sense of responsibility,pride and personal benefit plays a mediating role between self-efficacy and residents’brand ambassadorial behavior for tourism destination.The moderating test shows that brand identity has a positive moderating effect on the relationship between government support,self-efficacy,responsibility,pride,personal benefit and residents’brand ambassadorial behavior for tourism destination.The results provide theoretical impli⁃cations for residents’ambassadorial behavior research,and practical implications for destination marketing organi⁃zations to develop corresponding strategies as well.

关 键 词：品牌大使行为 品牌认同 MOA理论 

分 类 号：F590[经济管理—旅游管理]