【摘要】：21世紀(jì)是品牌經(jīng)濟(jì)的時(shí)代,隨著全球旅游市場(chǎng)同質(zhì)化競(jìng)爭的加劇,游客旅游心理的日漸成熟,旅游業(yè)競(jìng)爭將聚焦于目的地的品牌競(jìng)爭。生態(tài)旅游被認(rèn)為是國際旅游業(yè)中發(fā)展最迅速的旅游形式,而濕地公園以其獨(dú)特豐富的自然人文景觀,兼具生態(tài)保護(hù)、生態(tài)觀光休閑、生態(tài)科普教育等多種功能成為生態(tài)旅游中的新興領(lǐng)域,受到眾多游客的青睞。面對(duì)激烈的旅游市場(chǎng)競(jìng)爭,濕地公園經(jīng)營管理者可通過打造濕地公園品牌認(rèn)知、品牌形象來構(gòu)建其核心的品牌價(jià)值,滿足游客差異化、個(gè)性化的需求,使產(chǎn)品和服務(wù)在競(jìng)爭中得到有效識(shí)別,獲得較高的市場(chǎng)占有率和樹立市場(chǎng)領(lǐng)先地位。 本文在文獻(xiàn)綜述、調(diào)查研究和統(tǒng)計(jì)分析的基礎(chǔ)上,以濕地公園為研究對(duì)象,探究了濕地公園品牌認(rèn)知、品牌形象和游客游后行為意向之間的邏輯關(guān)系。首先通過文獻(xiàn)綜述,對(duì)品牌認(rèn)知、品牌形象、游客滿意度、品牌信任、游客游后行為意向的內(nèi)涵和以往研究模型進(jìn)行回顧總結(jié),在此基礎(chǔ)上構(gòu)建研究模型、提出研究假設(shè)。其次通過問卷調(diào)查獲得研究數(shù)據(jù)并運(yùn)用SPSS18.0和AMOS 17.0軟件進(jìn)行統(tǒng)計(jì)分析,修正研究模型,驗(yàn)證研究假設(shè),最終得出四點(diǎn)主要研究結(jié)論：(1)濕地公園品牌認(rèn)知包括兩個(gè)維度：品牌知名度和品牌美譽(yù)度,濕地公園品牌形象包括三個(gè)維度：功能性品牌形象、象征性品牌形象和情感性品牌形象；(2)游客滿意度、品牌信任對(duì)游客游后行為意向有正向顯著影響,功能性品牌形象、象征性品牌形象和情感性品牌形象對(duì)游客滿意度有正向顯著影響,品牌美譽(yù)度、功能性品牌形象和情感性品牌形象對(duì)品牌信任有正向顯著影響；(3)游客滿意度在功能性牌形象、象征性品牌形象、情感性品牌形象對(duì)游客游后行為意向的影響關(guān)系中起到完全中介作用；品牌信任在功能性品牌形象、情感性品牌形象對(duì)游客游后行為意向的影響關(guān)系中起到完全中介作用；(4)不同人口屬性的游客在對(duì)濕地公園品牌認(rèn)知、品牌形象、游客滿意度、品牌信任、游客游后行為意向的感知水平上存在顯著差異。最后根據(jù)研究結(jié)論提出五點(diǎn)管理建議：增強(qiáng)品牌傳播以提高濕地公園品牌認(rèn)知、明確品牌定位以打造濕地公園品牌形象、打造品牌形象以提高游客滿意度、提升品牌美譽(yù)度以加強(qiáng)濕地公園品牌信任、做好品牌營銷以加強(qiáng)游客游后行為意向。
[Abstract]:The 21st century is the era of brand economy. With the aggravation of homogeneous competition in global tourism market and the maturity of tourist psychology, tourism competition will focus on the brand competition of destination. Ecotourism is considered to be the most rapidly developing form of international tourism, and wetland park has its unique natural and cultural landscape, ecological protection, ecological tourism and leisure. Ecological science education and other functions have become a new field of ecotourism, which is favored by many tourists. Facing the fierce competition of tourism market, the management of wetland park can construct its core brand value by creating brand cognition and brand image of wetland park to meet the needs of tourists' differentiation and individuation. Products and services in the competition to be effectively identified, to gain a higher market share and establish a market leading position. On the basis of literature review, investigation and statistical analysis, this paper explores the logical relationship among brand cognition, brand image and tourists' behavior intention after visiting wetland park, taking wetland park as the research object. Firstly, through literature review, this paper reviews the connotation and previous research models of brand cognition, brand image, tourist satisfaction, brand trust, tourists' behavior intention after visiting, and puts forward the research hypothesis. Secondly, through the questionnaire survey to obtain the research data and use SPSS18.0 and AMOS 17.0 software to carry on the statistical analysis, revise the research model, verify the research hypothesis, Finally four main conclusions are drawn: (1) Wetland Park brand awareness includes two dimensions: brand awareness and brand reputation, Wetland Park brand image includes three dimensions: functional brand image; Symbolic brand image and emotional brand image; (2) tourist satisfaction, brand trust has a positive and significant impact on the behavior intention of tourists after visiting, functional brand image, Symbolic brand image and emotional brand image have a positive and significant impact on tourist satisfaction, brand reputation, functional brand image and emotional brand image have a positive and significant impact on brand trust. (3) tourist satisfaction in functional brand image, Symbolic brand image, emotional brand image play a full intermediary role in the relationship between tourists' behavior intention after visiting, brand trust in functional brand image, Affective brand image plays a full intermediary role in the influence of tourists' behavior intention after visiting. (4) tourists with different population attributes have different characteristics in the wetland park brand cognition, brand image, tourist satisfaction, brand trust. There are significant differences in perceived level of behavior intention of tourists after visiting. Finally, according to the conclusion of the study, five management suggestions are put forward: to enhance brand communication to improve the brand awareness of wetland park, to make clear brand positioning to create the brand image of wetland park, to create brand image to improve the satisfaction of tourists. Enhance brand reputation to strengthen wetland park brand trust, do a good job of brand marketing to enhance tourists' behavior intention after travel.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592;F274;F224

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 江明華,曹鴻星;品牌形象模型的比較研究[J];北京大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2003年02期

2 李莉莉;劉炳江;徐齊福;;試析我國濕地的退化、保護(hù)與恢復(fù)[J];環(huán)境科學(xué)與管理;2006年03期

3 冷志明;;旅游目的地品牌研究[J];邊疆經(jīng)濟(jì)與文化;2005年12期

4 羅子明;品牌形象的構(gòu)成及其測(cè)量[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2001年04期

5 張銳;張q，

本文編號(hào)：2284775