旅游目的地品牌个性、游客自我概念与游客行为倾向的关系研究

发布时间：2018-05-16 05:09

本文选题：旅游目的地品牌个性 + 自我概念　；参考：《华南理工大学》2012年硕士论文

【摘要】：随着旅游业在我国的迅猛发展，各类型旅游目的地之间的竞争也日益加剧，创建独特的品牌是旅游目的地在白炽化竞争中脱颖而出的必由之路。个性作为品牌活的灵魂，个性鲜明的品牌才能最大程度地贴近消费者。本文意在探索旅游目的地品牌个性与游客自我概念对游客行为倾向的影响。本文先从理论上讨论了现实自我和理想自我在不同情境下对游客行为倾向的影响，在此基础上，以现实自我概念为切入点进行实证研究。本文依据Maggie品牌个性模型编制成的量表对旅游目的地品牌个性进行测量，这有别于前人基于Aaker的品牌个性量表。对于游客现实自我的测量，本文采用人格大五模型编制而成的量表，这有助于人们对自我概念有更加直观的了解。本文采用实证研究方法，以长隆欢乐世界的游客为研究对象，采用SPSS17.0对数据进行分析，分析方法主要有描述性分析、信度检验、回归分析和因子分析。研究结论表明：（1）旅游目的地品牌个性对游客行为倾向有着积极的影响。在本研究中，旅游目的地品牌个性中的活力和勇猛因子会加强游客的推荐和重游意愿。（2）现实自我概念会影响游客行为倾向，具体而言，游客的现实自我概念在外倾性维度和尽责性维度上的得分越高，就越有可能向他人推荐目的地和旧地重游，而神经质维度上的得分对游客行为倾向产生消极影响，，具体表现为更低的推荐可能性，对重游的影响没有得到数据支持。（3）旅游目的地品牌个性通过现实自我概念对游客的行为倾向起调节作用，换而言之，旅游目的地品牌个性对游客行为倾向的影响会受到游客现实自我概念的差异而不同。该研究一方面丰富了我国旅游目的地品牌个性与消费者行为方面的理论成果，另一方面，对于旅游目的地营销组织基于消费者的品牌个性塑造也具有重要的指导意义。
[Abstract]:With the rapid development of tourism in China, the competition among different types of tourist destinations is becoming more and more intense. It is the only way for tourism destinations to stand out in the incandescent competition. Personality as the living soul of the brand, the brand with distinctive personality can be as close as possible to consumers. The purpose of this paper is to explore the influence of brand personality and self-concept of tourist destination on tourist behavior tendency. This paper theoretically discusses the influence of realistic self and ideal self on tourists' behavioral tendency in different situations. On this basis, the empirical research is carried out with the concept of realistic self as the starting point. Based on the Maggie brand personality model, this paper measures the brand personality of tourism destination, which is different from the brand personality scale based on Aaker. For the measurement of tourists' real self, this paper adopts the scale of "Big five Personality Model", which is helpful for people to have a more intuitive understanding of self-concept. This paper adopts the empirical research method, takes the tourists of Changlong Happy World as the research object, and uses SPSS17.0 to analyze the data. The analysis methods mainly include descriptive analysis, reliability test, regression analysis and factor analysis. The conclusion shows that the brand personality of tourist destination has a positive effect on tourist behavior tendency. In this study, the dynamic and courageous factors in the brand personality of tourist destination will strengthen the tourists' recommendation and revisiting intention. The higher the score of tourists' realistic self-concept in extroverted dimension and due diligence dimension is, the more likely they are to recommend destinations and old trips to others, while the scores on neuroticism have a negative effect on tourists' behavioral tendency. The specific manifestation is the lower recommendation possibility, the influence on the retour is not supported by the data. 3) the tourism destination brand personality regulates the tourist behavior tendency through the realistic self-concept, in other words, The influence of tourist destination brand personality on tourist behavior tendency is different from the difference of tourists' realistic self-concept. On the one hand, this study enriches the theoretical achievements of brand personality and consumer behavior of tourism destination in China, on the other hand, it has important guiding significance for tourism destination marketing organization to mold brand personality based on consumers.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F224

【参考文献】