【摘要】：將品牌情感的兩個(gè)維度——"真有之情"和"應(yīng)有之情"納入旅游目的地品牌情感模型,并將自我構(gòu)念作為調(diào)節(jié)變量,以大學(xué)生為樣本,使用結(jié)構(gòu)方程模型檢驗(yàn)了真有之情、應(yīng)有之情、目的地態(tài)度和旅游意向之間的關(guān)系。研究發(fā)現(xiàn):(1)旅游目的地品牌情感具有"真有之情"和"應(yīng)有之情"兩個(gè)維度,且真有之情的影響作用大于應(yīng)有之情;(2)自我構(gòu)念會(huì)調(diào)節(jié)品牌情感(真有之情/應(yīng)有之情)和目的地態(tài)度之間的關(guān)系,外顯的(品牌)情感差異和內(nèi)隱的自我(構(gòu)念)差異具有一致性。因此,旅游目的地營(yíng)銷組織要根據(jù)游客自我構(gòu)念類型進(jìn)行市場(chǎng)細(xì)分、培育差異化品牌、激發(fā)游客的真有之情和應(yīng)有之情。
[Abstract]:The two dimensions of brand emotion, "true feeling" and "due feeling", are brought into the brand emotion model of tourism destination, and self-construction is taken as the adjustment variable, and college students are taken as samples, and the structure equation model is used to test the true feeling. The relationship between due feeling, destination attitude and travel intention. The results show that: (1) the brand emotion of tourism destination has two dimensions: "true feeling" and "due feeling". (2) Self-construction can regulate the relationship between brand emotion (true feeling / due feeling) and destination attitude. Explicit (brand) emotional differences and implicit self (structuring) differences are consistent. Therefore, tourism destination marketing organizations should segment the market according to the types of tourists' self-construction, cultivate differentiated brands, and stimulate the true feelings and due feelings of tourists.
【作者單位】： 武漢大學(xué)經(jīng)濟(jì)與管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目“基于多重關(guān)系網(wǎng)絡(luò)演化的用戶創(chuàng)造內(nèi)容機(jī)制研究:以社會(huì)化購(gòu)物為背景”(編號(hào):71372127)
【分類號(hào)】：F592
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本文編號(hào)：2205127