旅游者品牌意识对旅游目的地品牌选择的影响

发布时间：2018-04-16 01:02

本文选题：品牌意识 + 品牌再认　；参考：《重庆师范大学学报(自然科学版)》2014年04期

【摘要】：就旅游者品牌意识对旅游目的地品牌选择的影响探讨,对旅游者和旅游目的地品牌经营者均有着巨大的双向价值。本研究在对旅游者品牌意识等概念进行定义的基础上,开发出旅游者品牌意识对旅游目的地品牌选择影响的测量量表,并运用问卷调查收集数据,对数据运用Pearson相关分析法,对旅游者品牌意识(Brand name awareness)的两个维度即品牌再认(Brand recognition)和品牌回忆(Brand recall)与旅游者品牌选择的相关性进行研究。研究结果显示,旅游者品牌意识对旅游者品牌选择具有正向影响关系;旅游者品牌再认对旅游者品牌选择有着正向影响,但影响不够显著;旅游者品牌回忆对旅游者品牌选择有着显著的正向影响;旅游者品牌回忆对品牌选择的影响比旅游者品牌再认对品牌选择的影响更为显著。研究结果对旅游目的地品牌经营者如何增加旅游者的品牌意识有着重要启示。
[Abstract]:This paper probes into the influence of tourist brand consciousness on the choice of tourist destination brand, which is of great bidirectional value to both tourists and tourism destination brand operators.On the basis of the definition of tourist brand awareness, this study develops a measurement scale of the impact of tourist brand awareness on tourism destination brand selection, and uses questionnaire data to collect data, and applies Pearson correlation analysis to the data.This paper studies the relationship between brand recognition and brand recall and brand selection in the two dimensions of brand awareness and brand name awareness.The results show that the brand awareness of tourists has a positive impact on the brand choice of tourists, while the recognition of tourist brands has a positive impact on the brand choice of tourists, but the impact is not significant enough.The influence of tourist brand recall on brand selection is more significant than that of tourist brand recognition.The results have important implications on how to increase the brand awareness of tourist destination brand operators.
【作者单位】：重庆师范大学地理与旅游学院;
【基金】：国家社会科学基金(No.09XMZ036) 重庆市教委人文社会科学研究项目(No.11ske11)
【分类号】：F590

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