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随着旅游影响的日益扩大,目的地之间的竞争加剧,品牌化成为旅游目的地获取优势的有力工具,但有关旅游目的地品牌资产的研究欠缺。文中从消费者视角出发,构建了包含五个维度的旅游目的地品牌资产模型,并借助结构方程模型进行了实证检验。研究发现,旅游目的地品牌资产的价值构成维度包括区域形象、目的地品牌知名度、目的地品牌形象、目的地感知质量和目的地品牌忠诚。同时,这些维度不是并列的,存在着特定的路径关系。对旅游目的地品牌资产的管理可以从其构成维度入手,通过强化构成维度全面提升旅游目的地品牌资产。
With the increasing influence of tourism, the intensification of competition among destinations, branding has become a powerful tool for tourist destinations to gain advantages, but there is a lack of research on brand equity of tourist destinations. From the perspective of consumers, this paper constructs a five-dimension tourism destination brand equity model and conducts an empirical test with the structural equation model. The study found that the value composition of tourism destination brand equity includes regional image, destination brand awareness, destination brand image, destination perceived quality and destination brand loyalty. At the same time, these dimensions are not juxtaposed and have specific path relationships. The management of the brand equity of tourism destination can start from the dimension of its composition and enhance the brand equity of the destination in an all-round way by strengthening the constituent dimension.