普洱市精品咖啡庄园品牌忠诚的形成路径研究  

作　　者：鲜于映洲 龙华[2] 侯天静 赵豪 

机构地区：[1]云南农业大学经济管理学院,昆明650201 [2]云南农业大学农学与生物技术学院,昆明650201

出　　处：《智慧农业导刊》2023年第23期100-104,109,共6页JOURNAL OF SMART AGRICULTURE

基　　金：云南农业大学第十六届学生科技创新创业行动基金项目(2023Y0924)。

摘　　要：休闲旅游中的品牌忠诚日益受到关注,然而现有研究在探究品牌形象对品牌忠诚影响的形成路径过程中,忽略可能存在的品牌认同的中介作用。该文在S-O-R理论基础上,以367份游客样本为基础,通过构建结构方程模型分析普洱市精品咖啡庄园目的地品牌形象对品牌忠诚的直接效应以及品牌认同的中介作用。研究发现,目的地品牌形象能显著正向影响品牌忠诚,品牌认同在目的地品牌形象与品牌忠诚间起中介作用。旨在对普洱市精品咖啡庄园重视目的地品牌形象建设、打造良好的品牌认同以及培养稳定的品牌忠诚等方面提供一定启示。Brand loyalty in leisure tourism is receiving increasing attention.However,existing research exploring the process of how brand image affects brand loyalty has overlooked the potential mediating role of brand identification.Based on the S-O-R theory and a sample of 367 tourists,this paper constructs a structural equation model to analyze the direct effect of the destination brand image of Pu'er City Boutique Coffee Farmon brand loyalty,as well as the mediating role of brand identification.The study found that the destination brand image can significantly positively affect brand loyalty,and brand identification plays a mediating role between destination brand image and brand loyalty.The aim of this study is to provide insights into the destination brand image construction,foster brand identification and cultivatebrand loyalty in the context of Pu'er City boutique coffee manor.

关 键 词：精品咖啡庄园 休闲旅游 品牌忠诚 S-O-R理论 农旅融合 

分 类 号：F273.2[经济管理—企业管理]