旅游地品牌资产概念模型及驱动路径研究：游客视角

项目名称： 旅游地品牌资产概念模型及驱动路径研究：游客视角

项目编号： No.41301157

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 天文学、地球科学

项目作者： 马秋芳

作者单位： 江西师范大学

项目金额： 23万元

中文摘要： 旅游地品牌资产的构成、形成及测量向来是学术界和实务界的难点。本研究借鉴以往大量研究文献,以态度的构成要素和态度行为关系为理论切入点,按照"认知-情感-行为"的基本逻辑体系，构建了涵盖游客对目的地品牌的认知和记忆、情感态度、行为等三层次的"六维"目的地品牌资产概念模型。并进一步选取婺源和阳朔为研究样本地，综合运用文献分析、访谈、游客问卷调查等方法收集数据，采用因子分析、路径分析、因素恒等性检验、多组均值结构模型检验、方差分析等多种统计方法,进行数据分析，实证检验理论模型的有效性和普适性，以期清楚界定旅游地品牌资产维度构成、深入解析各维度间的驱动关系，规范编制信效度高的目的地品牌资产评估量表。本课题研究不仅拓宽旅游目的地品牌资产概念范畴和研究领域，同时有助于厘清目的地品牌资产的形成机理，认清目标市场游客在消费心理、情感和行为方面的一般变化规律,为其建立强势品牌、制定和调整营销战略提供理论工具。

中文关键词： 景区品牌资产；品牌情感；结构方程模型；多样本恒等性检验；态度理论

英文摘要： The framework, creation and measurement of brand equity for tourism destinations are always difficult for academe and practitioners. In this research according to the basic logic system " cognitive - affective- behavior " a conceptual model of destination brand equity named "three hierarchy six dimension" is rebuilt composed of tourist cognition , emotion, behavior attitude for the destination brand, which is based on the previous pertinent research and the theories of attitude construction and attitude-behavior relationship. Furtherly, Wuyuan and Yangshuo as the destination brand samples an experimental survey is conducted. Using several methods such as overviews of former researches , interviews, questionnaires etc to gather data and employing several statistics methods such as exploratory factor analysis ,confirmatory factor analysis ,path analysis，invariance measurement ，multi-group mean structure analysis，variance analysis to analyze data, the validity and applicability of the conceptual model are explored and tested among different destination brand, in order to systematically extract the factors, and deeply resolve the driving relationship of the elements, as well as develop the destination brand equity scale with good reliability and validity. This project will contribute to widen the concept category

英文关键词： destination brand equity of scenic spot；brand affect；tructural equation model；multi-sample invariance test；attitude theory