旅游目的地品牌忠诚度与整体印象影响因素研究——以新疆昌吉州为例

发布时间：2018-03-31 12:20

本文选题：旅游品牌　切入点：旅游目的地　出处：《管理评论》2017年07期

【摘要】：旅游目的地品牌建设是旅游产业发展中的一个重要目标。本文在分析旅游目的地品牌忠诚与整体印象影响因素框架的基础上,以新疆昌吉州为例,通过构建结构方程模型研究了品牌知晓度、品牌知名度、品牌信任度、感知质量、品牌联想对旅游目的地品牌忠诚及整体印象的影响以及品牌整体印象对品牌忠诚的作用,通过多组比较结构方程模型研究了游客年龄与旅游频次对品牌忠诚与品牌整体印象的调节作用。研究结果表明:品牌知晓度、品牌知名度、品牌信任度、感知质量、品牌联想对旅游目的地品牌忠诚及整体印象有显著的正向影响,但是影响的强度存在着一定的差异;品牌整体印象对旅游目的地品牌忠诚具有显著的正向的影响。另外,旅游频次对品牌忠诚与品牌整体印象的形成有负向调节作用,游客年龄对品牌联想度与整体印象间的关系存在负向调节作用,对品牌联想度与品牌忠诚度间的关系存在正向调节作用。
[Abstract]:Tourism destination brand building is an important goal in the development of tourism industry. Based on the analysis framework of the factors of tourism destination brand loyalty and influence on the overall impression, in Xinjiang Changji, for example, by constructing a structural equation model to study the brand awareness, brand awareness, brand trust, perceived quality, brand Lenovo impact on tourism destination brand loyalty and the overall impression of the overall impression of the brand and brand loyalty, through multiple comparison of structural equation model to study the regulation of tourists and tourism frequency on brand loyalty and brand overall impression. The results show that: brand awareness, brand awareness, brand trust. Perceived quality, brand Association has a significant positive impact on the tourism destination brand loyalty and overall impression, but the impact strength differences; overall brand India Has a significant positive impact on brand loyalty as tourism destination. In addition, the frequency of formation of the tourism brand loyalty and brand overall impression has negative moderating effect of age on brand association, tourists and the overall impression of the existence of a negative regulatory role, the brand association and brand loyalty between the existence of positive regulation role.

【作者单位】：中国科学院大学经济与管理学院;
【分类号】：F592.7

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