自然游憩品牌游客认知、感知价值与品牌忠诚

发布时间：2018-06-28 08:21

本文选题：自然游憩品牌 + 品牌忠诚　；参考：《商业研究》2017年07期

【摘要】：随着城市居民"远离城市、回归自然"休闲度假需求的渐趋旺盛,自然游憩品牌显示出广阔的市场前景。本文以北京市自然游憩品牌为例对游客品牌认知、感知价值对品牌忠诚的作用进行实证分析,结果表明:品牌认知和感知价值对行为态度、游客满意度有直接、正向影响,且品牌认知的效果更明显,说明游客对自然游憩品牌知名度和美誉度的感知以及对景区带来的身心收益等价评价,均能培养游客对该品牌的积极态度;行为态度、游客满意度均对品牌忠诚具有直接、正向影响,且游客满意度的效果更加明显,即根据游客体验的直接感受,游客的态度越积极、评价越正向越容易建立品牌忠诚;在行为态度、游客满意度的中介作用下,品牌认知、感知价值对品牌忠诚具有间接、正向影响,旅游体验对于品牌忠诚的塑造起关键作用。因此,源自于事前认识的抽象臆测仅能影响游客做出品牌选择,并不能直接产生品牌忠诚,品牌忠诚只能通过游客根据旅游体验后的实际感受进行具象度量产生。
[Abstract]:With the increasing demand for leisure and vacation for urban residents "far away from the city, return to nature", the natural recreation brand shows a broad market prospect. This paper takes natural recreation brand in Beijing as an example to analyze the effect of brand cognition and perceived value on brand loyalty. The results show that brand cognition and perceived value have direct and positive influence on behavior attitude and tourist satisfaction. And the effect of brand recognition is more obvious, which shows that tourists' perception of natural recreation brand popularity and reputation, as well as the equivalent evaluation of the physical and mental benefits of scenic spots, can cultivate the positive attitude of tourists to the brand; behavior attitude. Tourist satisfaction has a direct and positive impact on brand loyalty, and the effect of tourist satisfaction is more obvious, that is, according to the direct experience of tourists, the more positive the attitude of tourists, the easier to establish brand loyalty. Under the intermediary action of behavior attitude, tourist satisfaction, brand cognition and perceived value have indirect and positive influence on brand loyalty. Tourism experience plays a key role in shaping brand loyalty. Therefore abstract guesswork derived from prior cognition can only influence tourists to make brand choices and not directly produce brand loyalty. Brand loyalty can only be measured by tourists according to the actual experience of tourism.
【作者单位】：北京林业大学经济管理学院;
【基金】：中央高校基本科研业务费专项资金资助项目,项目编号:2016JX07 北京市社会科学基金项目,项目编号:16YJB009
【分类号】：F592;F713.55

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