特色乡村旅游品牌粘性及影响因素分析——基于连山壮族瑶族自治县的调研  

Analysis of Brand Stickiness and Influencing Factors in Characteristic Rural Tourism——A Case Study Based on Field Research in Lianshan Zhuang and Yao Autonomous County

作　　者：胡冰 王丽萍[2] HU Bing;WANG Li-ping(Party and Administrative Office,Guangdong Finance&Trade Vocational College Guangdong College of Finance and Trade,Qingyuan,Guangdong 511510;College of Economics and Management,South China Agricultural University,Guangzhou,Guangdong 510642)

机构地区：[1]广东财贸职业学院党政办公室,广东清远511510 [2]华南农业大学经济管理学院,广东广州510642

出　　处：《南方农村》2025年第1期37-43,共7页South China Rural Area

基　　金：全国教育科学规划课题一般项目“新型职业农民培养机制创新研究”(BIA180215)。

摘　　要：以连山壮族瑶族自治县为对象,开展乡村特色旅游品牌粘性研究,结果显示:品牌价值的三个维度体验价值、文化价值、竞争价值对品牌粘性有显著的正向影响,其中文化价值的影响最大;当品牌价值的三个维度与品牌契合共同预测品牌粘性时,文化价值的影响仍然最大。品牌契合在品牌价值与品牌粘性之间起着部分中介作用,其中品牌契合在体验价值与品牌粘性之间的中介作用相对较大。根据实证分析研究结果,提出了推动少数民族地区乡村旅游产业发展的对策。This study investigates brand stickiness in characteristic rural tourism through empirical research conducted in Lianshan Zhuang and Yao Autonomous County.The findings indicate that the three dimensions of brand value—experiential value,cultural value,and competitive value—exert significant positive effects on brand stickiness,with cultural value demonstrating the strongest influence.When these three dimensions of brand value jointly predict brand stickiness alongside brand fit,cultural value remains the dominant factor.Brand fit plays a partial mediating role between brand value and brand stickiness,exhibiting a relatively stronger mediating effect between experiential value and brand stickiness.Based on the empirical analysis,strategic recommendations are proposed to enhance the development of rural tourism in ethnic minority regions.

关 键 词：特色乡村旅游 旅游品牌 粘性 影响因素 

分 类 号：F590.75[经济管理—旅游管理]