【摘要】：隨著體驗經(jīng)濟時代的到來,品牌管理研究越來越重視消費者與品牌之間的互動關系,品牌體驗應運而生,并受到學界和業(yè)界的廣泛關注。國內(nèi)外學者對品牌體驗問題進行了大量的研究,多數(shù)集中在有形產(chǎn)品(手機、筆記本、飲料、汽車等)、網(wǎng)站、酒店、餐飲品牌體驗的研究上,以旅游目的地為品牌體驗對象的成果極為少見。旅游目的地品牌相對于一般產(chǎn)品品牌而言具有復雜性,因此,旅游目的地品牌體驗問題的探討空間很大,同時兼具理論和實踐價值。本文立足于旅游目的地品牌體驗問題,探討旅游目的地品牌體驗對游客忠誠的影響作用,并研究游客滿意和目的地信任在二者關系中的中介作用。在明確旅游目的地品牌體驗、旅游目的地信任的概念和維度的基礎上,構(gòu)建了旅游目的地品牌體驗、目的地信任、游客滿意和游客忠誠關系的概念模型。選取韶山為案例地進行實證研究,得出:(1)感官體驗、情感體驗、關聯(lián)體驗對目的地信任、游客滿意度和游客忠誠有顯著的正向影響;(2)思考體驗對目的地信任、游客滿意和游客忠誠的正向影響關系均未得到支持;(3)行為體驗對游客滿意有顯著的正向影響,而對目的地信任和游客忠誠正向影響的假設不成立;(4)游客滿意對目的地信任和游客忠誠均有顯著的正向效應;(5)目的地信任顯著正向影響游客忠誠。根據(jù)研究所得結(jié)論,提出了相關的管理啟示,在總結(jié)研究局限的同時對未來的研究方向進行了展望。
[Abstract]:With the advent of the experience economy era, brand management studies pay more and more attention to the interaction between consumers and brands. Brand experience emerged as the times require, and has been widely concerned by the academic and industry. Scholars at home and abroad have done a lot of research on brand experience, most of which focus on tangible products (mobile phone, notebook, beverage, automobile, etc.), websites, hotels, restaurants and brand experience. The achievement of brand experience to the tourist destination is extremely rare. The tourism destination brand is more complicated than the general product brand. Therefore, the tourism destination brand experience has great space for discussion, and it has both theoretical and practical value. Based on the issue of tourism destination brand experience, this paper discusses the impact of tourism destination brand experience on tourist loyalty, and studies the intermediary role of tourist satisfaction and destination trust in the relationship between them. On the basis of defining the concept and dimension of tourism destination brand experience, tourism destination trust, this paper constructs a conceptual model of tourism destination brand experience, destination trust, tourist satisfaction and tourist loyalty. Taking Shaoshan as a case study, it is concluded that: (1) sensory experience, emotional experience and related experience have significant positive effects on destination trust, tourist satisfaction and tourist loyalty; (2) the positive influence of thinking experience on destination trust, tourist satisfaction and tourist loyalty has not been supported; (3) Behavioral experience has a significant positive effect on tourist satisfaction, while the hypothesis of positive influence on destination trust and tourist loyalty is not true, (4) tourist satisfaction has significant positive effect on destination trust and tourist loyalty. (5) destination trust has a significant positive effect on tourist loyalty. According to the conclusion of the study, this paper puts forward the relevant management enlightenment, summarizes the limitations of the research and prospects the future research direction.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F592.6

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