符号互动视角下国产邮轮品牌族性构成及其影响因素  

Domestic cruise brand ethnicity and its influencing factors from the perspective of symbolic interaction

作　　者：梅寒 叶欣梁[1] 孙瑞红[1] Mei Han;Ye Xinliang;Sun Ruihong(School of Management,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学管理学院,上海201620

出　　处：《中国生态旅游》2024年第4期848-861,共14页Journal of Chinese Ecotourism

基　　金：国家社会科学基金后期资助项目(22FGLB040);国家社会科学基金项目(21BGL281)。

摘　　要：国产邮轮品牌建设对于提升国家形象、支撑海洋强国战略与加快邮轮旅游升级转型等具有重要意义。研究以国产邮轮爱达魔都号为案例,基于一手访谈数据和二手网络文本数据,运用扎根理论构建国产邮轮品牌族性的3个维度——消费者行为、民族情感和市场竞争力,采用模糊集定性比较分析法,探讨各维度之间对品牌族性的影响因素。分析发现:(1)游客体验对品牌族性的塑造具有显著影响,其中游客满意度是提升国产邮轮品牌忠诚度的驱动力;(2)中国传统文化为国产邮轮品牌与消费者之间建立了情感纽带,身份认同和文化元素的传承在此过程中起到了关键作用;(3)技术创新和市场表现是增强品牌国际竞争力的两大关键因素,为巩固国产邮轮品牌的市场地位提供了持续动力。研究有助于揭示国产邮轮品牌塑造的独特优势,进而推动中国邮轮产业的可持续发展。The construction of domestic cruise brands is of great significance in enhancing the national image,supporting the strategy of building a maritime power,and accelerating the upgrading and transformation of cruise tourism.The study takes the domestic cruise Adora Magic City as a case study,based on first-hand interview data and second-hand online text data,uses grounded theory to construct three dimensions of domestic cruise brand ethnicity-consumer behavior,national sentiment,and market competitiveness,and then adopts a fuzzy set qualitative comparative analysis method to explore the influencing factors among various dimensions of the brand ethnicity of domestic cruise.The results show that:(1)tourist experience has a significant impact on shaping brand ethnicity,with tourist satisfaction being the driving force for enhancing brand loyalty of domestic cruise;(2)Chinese traditional culture establishes an emotional bond between domestic cruise brands and consumers,and the inheritance of identity and cultural elements plays a key role in this process;(3)Technological innovation and market performance are the two core factors in enhancing brand international competitiveness,providing continuous momentum for consolidating the market position of domestic cruise brands.Research can help reveal the unique advantages of shaping domestic cruise brands,thereby promoting the sustainable development of China’s cruise industry.

关 键 词：国产邮轮 品牌族性 扎根理论 身份认同 符号互动理论 邮轮旅游 

分 类 号：F55[经济管理—产业经济]