湿地公园品牌认知、品牌形象与游客游后行为意向的关系研究
发布时间：2018-10-21 10:06
【摘要】：21世纪是品牌经济的时代,随着全球旅游市场同质化竞争的加剧,游客旅游心理的日渐成熟,旅游业竞争将聚焦于目的地的品牌竞争。生态旅游被认为是国际旅游业中发展最迅速的旅游形式,而湿地公园以其独特丰富的自然人文景观,兼具生态保护、生态观光休闲、生态科普教育等多种功能成为生态旅游中的新兴领域,受到众多游客的青睐。面对激烈的旅游市场竞争,湿地公园经营管理者可通过打造湿地公园品牌认知、品牌形象来构建其核心的品牌价值,满足游客差异化、个性化的需求,使产品和服务在竞争中得到有效识别,获得较高的市场占有率和树立市场领先地位。 本文在文献综述、调查研究和统计分析的基础上,以湿地公园为研究对象,探究了湿地公园品牌认知、品牌形象和游客游后行为意向之间的逻辑关系。首先通过文献综述,对品牌认知、品牌形象、游客满意度、品牌信任、游客游后行为意向的内涵和以往研究模型进行回顾总结,在此基础上构建研究模型、提出研究假设。其次通过问卷调查获得研究数据并运用SPSS18.0和AMOS 17.0软件进行统计分析,修正研究模型,验证研究假设,最终得出四点主要研究结论：(1)湿地公园品牌认知包括两个维度：品牌知名度和品牌美誉度,湿地公园品牌形象包括三个维度：功能性品牌形象、象征性品牌形象和情感性品牌形象；(2)游客满意度、品牌信任对游客游后行为意向有正向显著影响,功能性品牌形象、象征性品牌形象和情感性品牌形象对游客满意度有正向显著影响,品牌美誉度、功能性品牌形象和情感性品牌形象对品牌信任有正向显著影响；(3)游客满意度在功能性牌形象、象征性品牌形象、情感性品牌形象对游客游后行为意向的影响关系中起到完全中介作用；品牌信任在功能性品牌形象、情感性品牌形象对游客游后行为意向的影响关系中起到完全中介作用；(4)不同人口属性的游客在对湿地公园品牌认知、品牌形象、游客满意度、品牌信任、游客游后行为意向的感知水平上存在显著差异。最后根据研究结论提出五点管理建议：增强品牌传播以提高湿地公园品牌认知、明确品牌定位以打造湿地公园品牌形象、打造品牌形象以提高游客满意度、提升品牌美誉度以加强湿地公园品牌信任、做好品牌营销以加强游客游后行为意向。
[Abstract]:The 21st century is the era of brand economy. With the aggravation of homogeneous competition in global tourism market and the maturity of tourist psychology, tourism competition will focus on the brand competition of destination. Ecotourism is considered to be the most rapidly developing form of international tourism, and wetland park has its unique natural and cultural landscape, ecological protection, ecological tourism and leisure. Ecological science education and other functions have become a new field of ecotourism, which is favored by many tourists. Facing the fierce competition of tourism market, the management of wetland park can construct its core brand value by creating brand cognition and brand image of wetland park to meet the needs of tourists' differentiation and individuation. Products and services in the competition to be effectively identified, to gain a higher market share and establish a market leading position. On the basis of literature review, investigation and statistical analysis, this paper explores the logical relationship among brand cognition, brand image and tourists' behavior intention after visiting wetland park, taking wetland park as the research object. Firstly, through literature review, this paper reviews the connotation and previous research models of brand cognition, brand image, tourist satisfaction, brand trust, tourists' behavior intention after visiting, and puts forward the research hypothesis. Secondly, through the questionnaire survey to obtain the research data and use SPSS18.0 and AMOS 17.0 software to carry on the statistical analysis, revise the research model, verify the research hypothesis, Finally four main conclusions are drawn: (1) Wetland Park brand awareness includes two dimensions: brand awareness and brand reputation, Wetland Park brand image includes three dimensions: functional brand image; Symbolic brand image and emotional brand image; (2) tourist satisfaction, brand trust has a positive and significant impact on the behavior intention of tourists after visiting, functional brand image, Symbolic brand image and emotional brand image have a positive and significant impact on tourist satisfaction, brand reputation, functional brand image and emotional brand image have a positive and significant impact on brand trust. (3) tourist satisfaction in functional brand image, Symbolic brand image, emotional brand image play a full intermediary role in the relationship between tourists' behavior intention after visiting, brand trust in functional brand image, Affective brand image plays a full intermediary role in the influence of tourists' behavior intention after visiting. (4) tourists with different population attributes have different characteristics in the wetland park brand cognition, brand image, tourist satisfaction, brand trust. There are significant differences in perceived level of behavior intention of tourists after visiting. Finally, according to the conclusion of the study, five management suggestions are put forward: to enhance brand communication to improve the brand awareness of wetland park, to make clear brand positioning to create the brand image of wetland park, to create brand image to improve the satisfaction of tourists. Enhance brand reputation to strengthen wetland park brand trust, do a good job of brand marketing to enhance tourists' behavior intention after travel.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274;F224
[Abstract]:The 21st century is the era of brand economy. With the aggravation of homogeneous competition in global tourism market and the maturity of tourist psychology, tourism competition will focus on the brand competition of destination. Ecotourism is considered to be the most rapidly developing form of international tourism, and wetland park has its unique natural and cultural landscape, ecological protection, ecological tourism and leisure. Ecological science education and other functions have become a new field of ecotourism, which is favored by many tourists. Facing the fierce competition of tourism market, the management of wetland park can construct its core brand value by creating brand cognition and brand image of wetland park to meet the needs of tourists' differentiation and individuation. Products and services in the competition to be effectively identified, to gain a higher market share and establish a market leading position. On the basis of literature review, investigation and statistical analysis, this paper explores the logical relationship among brand cognition, brand image and tourists' behavior intention after visiting wetland park, taking wetland park as the research object. Firstly, through literature review, this paper reviews the connotation and previous research models of brand cognition, brand image, tourist satisfaction, brand trust, tourists' behavior intention after visiting, and puts forward the research hypothesis. Secondly, through the questionnaire survey to obtain the research data and use SPSS18.0 and AMOS 17.0 software to carry on the statistical analysis, revise the research model, verify the research hypothesis, Finally four main conclusions are drawn: (1) Wetland Park brand awareness includes two dimensions: brand awareness and brand reputation, Wetland Park brand image includes three dimensions: functional brand image; Symbolic brand image and emotional brand image; (2) tourist satisfaction, brand trust has a positive and significant impact on the behavior intention of tourists after visiting, functional brand image, Symbolic brand image and emotional brand image have a positive and significant impact on tourist satisfaction, brand reputation, functional brand image and emotional brand image have a positive and significant impact on brand trust. (3) tourist satisfaction in functional brand image, Symbolic brand image, emotional brand image play a full intermediary role in the relationship between tourists' behavior intention after visiting, brand trust in functional brand image, Affective brand image plays a full intermediary role in the influence of tourists' behavior intention after visiting. (4) tourists with different population attributes have different characteristics in the wetland park brand cognition, brand image, tourist satisfaction, brand trust. There are significant differences in perceived level of behavior intention of tourists after visiting. Finally, according to the conclusion of the study, five management suggestions are put forward: to enhance brand communication to improve the brand awareness of wetland park, to make clear brand positioning to create the brand image of wetland park, to create brand image to improve the satisfaction of tourists. Enhance brand reputation to strengthen wetland park brand trust, do a good job of brand marketing to enhance tourists' behavior intention after travel.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274;F224
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