旅游目的地品牌资产驱动因素模型研究——以凤凰古城为例

旅游目的地品牌资产逐渐成为学界关注的焦点,值得深入研究。该文基于已有研究成果,分析旅游目的地品牌资产与品牌知名度、品牌形象、品牌质量、品牌价值、品牌忠诚的结构关系,构建旅游目的地品牌资产驱动因素结构模型。以湖南省凤凰古城为案例,采用问卷调查法获得基础数据,分析发现:旅游目的地品牌知名度、品牌形象、品牌质量通过旅游目的地品牌价值与品牌忠诚对旅游目的地品牌资产产生显著影响,证实了旅游目的地品牌资产的二阶驱动因素模型。具体来看,旅游目的地品牌形象对品牌忠诚的影响最大,而旅游目的地品牌忠诚和品牌资产关联度最大。根据研究结论得到管理启示:第一,全面认识旅游目的地品牌资产的驱动因素,综合递增旅游目的地品牌资产。第二,着力突出旅游目的地品牌资产的核心要素,注重提升旅游目的地品牌形象。第三,认真建设旅游目的地品牌资产的关键内容,致力强化旅游目的地品牌忠诚。     

Achieving destination advocacy and destination loyalty through destination brand identification

Brand identification enhances customer loyalty and develops long-term relationships between the customer and the brand. However, only a few studies have explored the role of identification in building long-term and favorable relationships between tourists and a tourism destination. In this study, we propose and empirically verify destination personality congruence and destination trust as the drivers of destination brand identification, and destination advocacy and destination loyalty as its outcomes. For assessing these proposed relationships, a sample of 342 respondents was collected from foreign tourists visiting Dharamsala, which is a famous tourist destination among visitors in northern India. The results of structural equation modeling reveal that destination personality congruence significantly influences the destination loyalty through destination brand identification. In addition, destination trust emerges as a significant predictor for both destination advocacy and destination loyalty. The study offers important implications for both acadmecians and practitioners.     

Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior

The study examines Jamaica’s destination image and brand personality, and how they relate to future tourist behavior. An integrative model of tourist behavior, involving destination image (cognitive, affective, and overall), destination personality, and behavioral outcomes was developed and tested for first-time and repeat visitors separately. In additon, qualitative questions about destination images and characteristics were used to reveal Jamaica’s specific brand image and personality characteristics. The study found varying influences of cognitive image, affective image, and destination personality on global image and behavioral intentions for first-time and repeat visitors. The qualitative responses revolved around attractions, culture, and environment. The practical implications are discussed.     

A Structural Model to Examine How Destination Image,Attitude, and Motivation Affect the Future Behavior of Tourists

This study examines a behavioral model of wetlands tourism using variables of destination image, attitude, motivation, satisfaction and future behavior for tourists at Cigu, Sihcao and Haomeiliao in southwestern Taiwan. Empirical results indicate that destination image directly affects satisfaction and indirectly affects future behavior. Tourist attitude directly affects satisfaction and indirectly affects future behavior, while tourist motivation directly affects satisfaction and indirectly affects future behavior. Tourist satisfaction had a significant influence on future behavior, and satisfaction proved a significant mediating variable within this behavioral model.     

The effect of Cultural Intelligence on consumer-based destination brand equity

Achieving destination appeal and competitiveness is a major priority of tourist destination managers. They must implement new strategies that are distinct from those of their competitors and that influence tourists’ perceptions, attitudes and behaviors and reinforce the brand equity of the destination. The present work focuses on Cultural Intelligence (CQ). CQ increasingly features in business strategy due to the effect of cultural differences and diversity on tourist behavior. The aim is to propose and validate a model that captures the effect of tourists’ CQ on their evaluation of the destination. Using a sample of 503 tourists visiting Spain, the study demonstrates that a tourist’s CQ influences their assessment of destination brand equity and that this relationship is moderated by tourism type. The paper presents a series of implications of interest both to scholars and professionals in the tourism sector.     

Exploring tourists' purchase intention of food-related souvenirs

This study aims to understand the association between food souvenirs and a destination. Most related studies focused on locally consumed food while this study aims at food that can act as a souvenir. Food image plays an important role in shaping destination brand and perceived tourist value, which consequently contributes to purchase intention for food souvenirs. In short, the study examines how local food consumption improves perceived tourist value, which eventually contributes to tourists' intention to purchase food-related souvenirs. 355 tourists who purchased brown sugar steamed cake while visiting Penghu Island in Taiwan were surveyed. The study performed structural equation modeling to test the mediating effects of destination brand and perceived tourist value on souvenir food image prompting purchase intention for food souvenirs. The findings indicate that food souvenirs image contributes more strongly through perceived tourist value than through destination brand.     

Ties that bind tourists: embedding destination motivators to destination attachment: a study in the context of Kumbh Fair,India

ABSTRACT

Despite the deep cultural value and strong appeal to global tourists, the Kumbh Fair has not been explored much by researchers. This is even though the Kumbh Fair is crafting the tourism of India, thereby leading to its overall socio-economic development. This study aims to examine the determinants of tourist motivation, such as ads awareness, destination image and online-communities, which provoke tourists to have attachment with the destination more closely. The study found the tourists’ attitude as a complementary mediation and spiritual stimuli as a mediating moderator are positively impacting on the significant relationship of destination motivators and destination attachment.     

旅游地意象、地方依恋与旅游者环境责任行为——以浙江省旅游度假区为例

文章综合旅游地意象、地方依恋及环境责任行为理论,将旅游地意象分为5个要素,将地方依恋分为2个要素,并构建了旅游地意象、地方依恋与旅游者环境责任行为之间的关系模型。研究发现:(1)景观意象、设施意象、服务意象及安全意象均直接影响情感意象。设施意象与服务意象不仅直接影响地方依赖,且通过情感意象来实现。安全意象和景观意象间接影响地方依赖。安全意象、服务意象及景观意象不仅直接影响地方认同,且通过地方依赖来实现。设施意象间接影响地方认同。服务意象不仅直接影响旅游者环境责任行为,且通过地方依恋来实现。景观意象、设施意象及安全意象间接影响旅游者环境责任行为。(2)情感意象直接影响地方依赖,间接影响地方认同与旅游者环境责任行为。(3)地方依赖直接影响地方认同和旅游者环境责任行为,且通过地方认同间接影响旅游者环境责任行为。     

Travel Motivation,Destination Image and Visitor Satisfaction of International Tourists After the 2008 Wenchuan Earthquake: A Structural Modelling Approach

This study investigates the relationships between travel motivation, destination image and overall satisfaction of international tourists visiting Sichuan province after the great Wenchuan earthquake of 2008. Did the earthquake influence tourist’ motivations for visiting Sichuan either positively or negatively, and did the earthquake affect their image of the province as desirable travel destination? Survey data collected from 346 international tourists in Chengdu, the provincial capital, revealed that respondents were primarily motivated by Sichuan's traditional attractions – its scenery and the giant pandas native to the area rather than by the earthquake. Structural equation modelling revealed a statistically significant relationship between travel motivation and overall visitor satisfaction, as well as relationships between travel motivation and types of destination image. Furthermore, both positive and negative destination images seem to have an effect on overall satisfaction. This study implies that international tourists to Sichuan tend to visit for its scenery and wildlife; the 2008 earthquake has had little effect on their travel motivations and destination images; and these visitors hold positive images of the province.     

旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响；认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.     

Linking Travel Motivation,Tourist Self-Image and Destination Brand Personality

Abstract

Despite a growing body of work on destination branding, there has been little investigation of whether or not tourists attribute brand personality characteristics to tourism destinations and whether or not an emotional connection exists based on tourists' perceived self-image and the ‘brand personality’ of destinations. The aim of this study is to explore the links among four key constructs proposed for the destination branding and choice processtourist needs, destination brand personality, self-congruity, and intentions to visit and satisfaction with a visit. The results indicate that where tourists can make an association between a destination and a destination brand personality, and where this association is consistent with their desired holiday experience, a high level of congruity will exist between the tourists' self-image and their perceptions of the destination. In turn this self-congruity was related to satisfaction with a visit to the destination but not to intention to travel to the destination.     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论，较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念，结合地方情感概念中的旅游目的地意象和地方依恋，根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架，进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明，游客旅游目的地选择始于旅游目的地意象的形成，随着整体认知意象的深化，游客对旅游目的地将产生地方认同感，再通过选择决策行为选择意向的旅游目的地从事旅游活动，通过对旅游目的地旅游体验的功能满足产生依赖感，最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值，对于旅游目的地市场战略规划实践活动而言具有参照价值。     

The Relationships Among Brand Equity,Culinary Attraction,and Foreign Tourist Satisfaction

This study links the concepts of brand equity, culinary attraction, and tourist satisfaction from the perspective of foreign tourists at the night market. Specifically, this study posits that culinary attraction mediates the relationship between brand equity and tourist satisfaction and that the sub dimension of brand image mediates the relationship between brand awareness and utilitarian value. A survey of 456 foreign tourists who have experience with Taiwanese night market tourism is analyzed to test the hypotheses. Mediation tests procedure provides support for the hypotheses, and an extension of structural equation modeling is used to confirm the results of this study.     

The influence of recreation experience and environmental attitude on the environmentally responsible behavior of community-based tourists in Taiwan

This study examines the relationships between recreation experience, environmental attitude, and the general and site-specific environmentally responsible behavior of tourists at Taomi and Smangus in Taiwan. The first is an agriculturally based community and the second home to one of Taiwan's ethnic minorities. A total of 862 usable questionnaires (432 for Taomi and 430 for Smangus) were collected in this study. The empirical results indicate that recreation experience is positively and significantly related to environmental attitudes among tourists. Environmental attitudes are also positively and significantly related to general and site-specific tourist behaviors and mediate the relationship between recreation experience and environmentally responsible behavior. The paper contributes to the literature by examining the structural linear relationships between recreation experience, environmental attitudes, and environmentally responsible behavior. This study suggests that tourism destination providers should provide pro-environmental activities, ecotourism experiences, and interpretations of environmental issues to enhance tourists' environmental attitude and general and site-specific environmentally responsible behavior, thereby potentially reducing the adverse environmental effect produced by tourists during daily life and at tourism destinations. Reducing the adverse environmental effect of tourism destinations will benefit the development of sustainable community-based tourism.     

品牌劫持:旅游目的地形象异化演进过程研究

到访旅游者网络口碑传播对目的地形象有着越来越重要的影响。因此,该研究基于旅游者权力理论,将旅游者视为与DMO一样的能动主体,对应DMO投射形象提出了旅游者投射形象的概念,进而将旅游者对目的地形象的认知过程从原有的单一个体模型拓展到时间阶段和影响主体更为完整的群体网络状模型。研究进一步通过比较到访旅游者和DMO传播对潜在旅游者引致形象形成过程的影响力,提出当旅游者投射形象比DMO投射形象被更多的旅游者所接受时,就会发生品牌劫持现象。文章结合普洛格(Plog)提出的目的地生命周期理论,分析了此种情况之下目的地形象异化的演进过程,并为目的地营销工作的改进提供了具体的建议。     

The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image

Building emotional destination attachment is a key tourism destination branding issue in today's tourism market. The current study aims to develop and test a comprehensive theoretical model for destination branding that borrows the concepts of brand credibility, brand image, brand attachment, and satisfaction. Based on the above concepts, this article hypothesizes the relationships among four constructs, namely, destination source credibility, destination image, and destination attachment as antecedents of destination satisfaction. These relationships are examined for a sample of 398 international tourists visiting a famous world heritage tourism destination (Angkor Wat) and a famous skyscraper (Taipei 101). The SEM indicates that destination source credibility and destination image could indeed affect tourist perceptions of destination satisfaction with regard to destination attachment. In addition, the mediating role of destination attachment and destination image is also confirmed in this study. The findings offer important implications for tourism management and practice.     

Validating a multidimensional perspective of brand equity on motivation,expectation, and behavioural intention: a practical examination of culinary tourism

This study presents a brand equity theory of culinary tourism by integrating behavioural theory with the mediation-moderation model. The culinary tourism brand-equity model underscores the value of tourists’ expectations as a means to enhance the effects of travel motivation on behavioural intention. This study empirically tests this theory using a sample of 513 foreign tourists and provides evidence that travel motivation mediates the relationship between the four critical attributes of brand equity and behavioural intention. Furthermore, the results confirm the interrelationships within brand equity and reveal that tourist expectations positively moderate the relationship between travel motivation and behavioural intention. Implications for theory, research, and practice are discussed.     

Tourist experience quality and loyalty to an island destination: the moderating impact of destination image

This study aims to explore the relationships among tourist experience quality, perceived value, perceived price reasonableness, tourist satisfaction with tour experience, and loyalty to an island destination by considering the moderating effect of destination image. The survey was distributed in person at an international airport. The findings revealed that tourists’ involvement with tours is the core of perceived value and price reasonableness, which increases tourists’ satisfaction. Perceived value is a stronger mediator between involvement and satisfaction than perceived price reasonableness. The moderating effect of island image is also uncovered. The theoretical and practical implications are discussed based on the findings.     

Destination brand personality and destination brand attachment – the involvement of self-congruence

Drawn upon the brand attachment theory, this study examines the role of destination brand personality (DBP) and self-congruence in developing destination brand attachment (DBA) from the perspective of tourists. In particular, the study investigates whether DBP tends to match tourists’ ideal self or conforms more to the actual self during the DBA development process. The conceptual model is empirically tested with a sample of Chinese independent tourists in Yangshuo, China, a popular destination for this market segment. In addition to identifying the four DBP dimensions relevant to Yangshuo, the most important findings of this study rest on the mediating role of self-congruence between DBP and DBA. These findings suggest that congruence between the actual self and the DBP dimensions of Excitement and Charming contribute to the development of DBA, while the ideal self-congruence does not.     

On the destination image of Korea by Russian tourists

This study investigates the importance of destination image as a determinant for the choice of a tourist destination. The inbound market examined is Korea while perceptions are captured from current and prospective Russian tourists. Empirical results show that a difference exists between visitors and non-visitors in terms of their perceived image of Korea. The study also finds that the relationship between overall image and loyalty to a destination is statistically significant. Regression results show in particular that Russians with a positive view of Korea are more likely to recommend Korea to others as a tourist destination.