本文選題：旅游目的地品牌個性 + 自我概念　； 參考：《華南理工大學》2012年碩士論文

【摘要】：隨著旅游業(yè)在我國的迅猛發(fā)展，各類型旅游目的地之間的競爭也日益加劇，創(chuàng)建獨特的品牌是旅游目的地在白熾化競爭中脫穎而出的必由之路。個性作為品牌活的靈魂，個性鮮明的品牌才能最大程度地貼近消費者。本文意在探索旅游目的地品牌個性與游客自我概念對游客行為傾向的影響。本文先從理論上討論了現實自我和理想自我在不同情境下對游客行為傾向的影響，在此基礎上，以現實自我概念為切入點進行實證研究。 本文依據Maggie品牌個性模型編制成的量表對旅游目的地品牌個性進行測量，這有別于前人基于Aaker的品牌個性量表。對于游客現實自我的測量，本文采用人格大五模型編制而成的量表，這有助于人們對自我概念有更加直觀的了解。 本文采用實證研究方法，以長隆歡樂世界的游客為研究對象，采用SPSS17.0對數據進行分析，分析方法主要有描述性分析、信度檢驗、回歸分析和因子分析。研究結論表明：（1）旅游目的地品牌個性對游客行為傾向有著積極的影響。在本研究中，旅游目的地品牌個性中的活力和勇猛因子會加強游客的推薦和重游意愿。（2）現實自我概念會影響游客行為傾向，具體而言，游客的現實自我概念在外傾性維度和盡責性維度上的得分越高，就越有可能向他人推薦目的地和舊地重游，而神經質維度上的得分對游客行為傾向產生消極影響，，具體表現為更低的推薦可能性，對重游的影響沒有得到數據支持。（3）旅游目的地品牌個性通過現實自我概念對游客的行為傾向起調節(jié)作用，換而言之，旅游目的地品牌個性對游客行為傾向的影響會受到游客現實自我概念的差異而不同。 該研究一方面豐富了我國旅游目的地品牌個性與消費者行為方面的理論成果，另一方面，對于旅游目的地營銷組織基于消費者的品牌個性塑造也具有重要的指導意義。
[Abstract]:With the rapid development of tourism in China, the competition among different types of tourist destinations is becoming more and more intense. It is the only way for tourism destinations to stand out in the incandescent competition. Personality as the living soul of the brand, the brand with distinctive personality can be as close as possible to consumers. The purpose of this paper is to explore the influence of brand personality and self-concept of tourist destination on tourist behavior tendency. This paper theoretically discusses the influence of realistic self and ideal self on tourists' behavioral tendency in different situations. On this basis, the empirical research is carried out with the concept of realistic self as the starting point. Based on the Maggie brand personality model, this paper measures the brand personality of tourism destination, which is different from the brand personality scale based on Aaker. For the measurement of tourists' real self, this paper adopts the scale of "Big five Personality Model", which is helpful for people to have a more intuitive understanding of self-concept. This paper adopts the empirical research method, takes the tourists of Changlong Happy World as the research object, and uses SPSS17.0 to analyze the data. The analysis methods mainly include descriptive analysis, reliability test, regression analysis and factor analysis. The conclusion shows that the brand personality of tourist destination has a positive effect on tourist behavior tendency. In this study, the dynamic and courageous factors in the brand personality of tourist destination will strengthen the tourists' recommendation and revisiting intention. The higher the score of tourists' realistic self-concept in extroverted dimension and due diligence dimension is, the more likely they are to recommend destinations and old trips to others, while the scores on neuroticism have a negative effect on tourists' behavioral tendency. The specific manifestation is the lower recommendation possibility, the influence on the retour is not supported by the data. 3) the tourism destination brand personality regulates the tourist behavior tendency through the realistic self-concept, in other words, The influence of tourist destination brand personality on tourist behavior tendency is different from the difference of tourists' realistic self-concept. On the one hand, this study enriches the theoretical achievements of brand personality and consumer behavior of tourism destination in China, on the other hand, it has important guiding significance for tourism destination marketing organization to mold brand personality based on consumers.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592;F224

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