基于PLS-SEM模型的旅游目的地品牌资产形成路径研究——来自大理洱海生态廊道的实证研究  

Research on the Formation Path of Brand Equity for Tourism Destinations Based on the PLS-SEM-An Empirical Study from the Dali Erhai Ecological Corridor

作　　者：石丽[1] 曹倬衔[1] 杨莹[1] Shi Li;Cao Zhuoxian;Yang Ying(Yunnan Communications Vocational and Technical College,Kunming Yunnan 650500)

机构地区：[1]云南交通职业技术学院,云南昆明650500

出　　处：《对外经贸》2024年第10期95-99,共5页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：云南交通职业技术学院2022年科研课题“游客视角下大理洱海生态廊道旅游品牌构建路径研究”研究成果(项目编号:2022SK28)。

摘　　要：旅游目的地品牌资产建设是旅游目的地品牌化的核心内容。从游客的视角建立包括品牌知名度、品牌感知质量、品牌体验、品牌感知价值和品牌忠诚五个构成要素的旅游目的地品牌资产模型,并对大理洱海生态廊道的游客进行调查,收集了482份有效问卷,建立了基于PLS-SEM的大理洱海生态廊道品牌资产路径模型,发现品牌资产各构成要素对品牌忠诚的总效应从大到小依次排序为:品牌感知质量、品牌知名度、品牌体验、品牌感知价值,提出了构建旅游目的地品牌资产的建议。The construction of brand equity for tourism destinations is the core content of destination branding in tourism.A model of tourism destination brand equity was established from the perspective of tourists,which includes brand awareness,brand perceived quality,brand experience,brand perceived value,and brand loyalty.A path model of brand equity based on PLS-SEM was established by 482 valid questionnaires from tourists of the Dali Erhai Ecological Corridor,revealing that the total effects on brand loyalty ranked from highest to lowest as follows:brand perceived quality,brand awareness,brand experience,and brand perceived value.

关 键 词：旅游目的地 品牌资产 PLS-SEM模型 

分 类 号：F713.5[经济管理—市场营销]