旅游目的地品牌组合一致性是否激发了游客忠诚度  

Whether the Consistency of Destination Brand Portfolio Inspires Tourist Loyalty

作　　者：陈秀珍 李雪松 郭弯弯 高如愿 张晓露 CHEN Xiuzhen;LI Xuesong;GUO Wanwan;GAO Ruyuan(Postgraduate Education Center of Tourism and Cultural Management,Yunnan University of Finance and Economics,Kunming 650221,Yunnan,China;School of Tourism and Hotel Management,Yunnan University of Finance and Economics,Kunming 650221,Yunnan,China;Tourism and Cultural Industry Research Institute,Yunnan University of Finance and Economics,Kunming 650221,Yunnan,China)

机构地区：[1]云南财经大学旅游文化产业研究院,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 [3]丽江文化旅游学院旅游管理学院,云南丽江674199

出　　处：《旅游研究》2024年第2期14-27,共14页Tourism Research

基　　金：国家社会科学基金项目“中国面向东南亚国家的旅游形象构建研究”(23BGL169)。

摘　　要：文章以丽江旅游目的地的大研古城和玉龙雪山两个子品牌组合为研究对象,通过对游客进行调查,并应用结构方程模型来验证旅游目的地品牌组合一致性、游客态度和游客忠诚度之间的关系,以及自我一致性在其中的调节作用。研究发现地位一致性对游客态度有显著的正向影响,而性格一致性和景观一致性对游客态度的影响不显著。此外,自我一致性只在地位一致性和游客态度之间具有正向调节作用。最后,旅游目的地品牌组合一致性通过影响游客态度进而激发游客的忠诚度。This study takes the combination of Dayan Ancient Town and Yulong Snow Mountain in Lijiang tourism destination as the research object.Through surveys of tourists and the application of structural equation modelling,this study aims to verify the relationship between the consistency of destination brand portfolio,tourist attitude,and tourist loyalty,as well as the moderating role of self-consistency.The findings show that consistency in brand position has a significant positive impact on tourist attitudes,while consistency in brand personality and landscape has no significant impact on tourist attitudes.In addition,self-consistency only has a positive moderating effect on the relationship between brand position consistency and tourist attitudes.Finally,the consistency of the destination brand portfolio stimulates tourist loyalty through its influence on tourist attitudes.

关 键 词：旅游目的地 品牌组合 游客忠诚 情感联系 

分 类 号：F59[经济管理—旅游管理]