旅游地品牌资产概念模型及驱动路径研究：游客视角

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 and the study field of destination brand equity, clarify the creation process of brand equity for a destination, and find the regular pattern of target market of tourists in the aspects of consumer psychology, emotion and behavior, which are helpful for the establishment and adjustment of destination marketing strategy and also provide theoretical tools for the government and enterprises to build strong destination brand equity.

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。

旅游地品牌资产的构成、形成和测量向来是国内外学术界和实务界的难点。本文在对国内外游客视角的目的地品牌资产研究系统梳理之上，以“认知-情感-行为”逻辑体系为理论切入点，构建了涵盖游客对目的地品牌的认知和记忆、情感态度、行为意向等三层次的“六维”景区品牌资产概念模型，并以庐山和三清山为研究对象进行实证研究。综合运用文献分析、访谈、游客问卷调查等方法收集数据，采用扎根分析、探索性因子分析、验证性因子分析、路径分析、因素恒等性检验等多种统计方法,进行数据分析，实证检验理论模型的有效性和普适性。研究发现：(1)构建的景区品牌资产模型具有跨样本的稳定性，模型在品牌资产的驱动维度及路径上均体现出一致性。(2)品牌情感维度是景区品牌资产的一个重要要素，该独立维度的设立是可行且必要的。(3)景区品牌资产是由品牌知名度、品牌个性、品牌质量、感知价值、品牌情感、品牌忠诚等结构性因素系统作用结果。(4)区别于以往常用的目的地品牌四维度：品牌知名度，品牌形象，品牌质量，品牌忠诚，景区品牌感知价值也是一个重要维度，其对品牌情感发挥直接影响作用。(5)根据总效应值高低,认知四要素对品牌情感驱动作用大小依次是：品牌知名度>感知价值>品牌个性>品牌质量。(6)景区品牌资产结构的“五维”和“六维”模型对比发现，后者各项拟合指标更优，且其测量模型具有较好的信效度，尤其是收敛效度和区分效度都得到一定程度提升。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，同时有助于厘清景区品牌资产的形成机理和驱动路径，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,为目的地建立强势景区品牌、制定和调整营销战略提供理论工具。