摘要
鲜明独特的旅游目的地形象和品牌个性不仅能吸引游客,还能提升游客重游和推荐旅游目的地的意愿.基于前期研究结果以及品牌个性理论研究,构建了34个项目的妈祖文化旅游目的地品牌个性量表;以福建湄洲岛为研究对象,收集了712名湄洲岛游客的问卷调查数据,采用结构方程模型对妈祖文化旅游目的地品牌个性模型进行了检验.结果表明:湄洲岛妈祖文化旅游目的地品牌个性主要包括原始、忠诚、耀眼、闲适和刺激等5个特征.提出要突出独特和鲜明的品牌个性、目的地品牌个性与目标市场的需求和偏好相匹配、建立积极的品牌体验、加强品牌传播和推广、做好品牌维护和管理等建议.
Abstract
Distinctive and unique tourist destination image and brand personality can both attract tourists and increase their willingness to revisit and recommend the tourist destinations to other people.Based on previous research results and brand personality theory,a 34-item scale was constructed to assess the brand personality of Mazu cultural tourist destina-tions.Taking Meizhou Island in Fujian as the research object,a questionnaire survey was conducted on 712 Meizhou Is-land tourists,and a structural equation model was used to test the brand personality model of Mazu cultural tourist desti-nations.The results of the study revealed that the brand personality of Meizhou Island Mazu cultural tourist destination mainly involves five aspects:primitive,loyalty,magnificence,leisure,and excitement.Then we further propose that a unique and distinct brand personality should be highlighted,the destination brand personality should meet the needs and preferences of the target market,a positive brand experience should be created,the brand communication and promotion should be enhanced,and the brand maintenance and management should be effectively carried out.
基金项目
国家社会科学基金一般项目(22BGL297)
福建省社科研究基地重大项目(FJ2022JDZ057)
2022年度福建省中青年教师教育科研项目(社科类)一般项目(JAS22130)
NETL
NSTL
维普
万方数据