| 乡村旅游地品牌个性特征研究——以西安长安区“农家乐”为例 |
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| 引用本文： | 白凯,张春晖.乡村旅游地品牌个性特征研究——以西安长安区“农家乐”为例[J].财贸研究,2009,20(3). |
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| 作者姓名： | 白凯 张春晖 |
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| 作者单位： | 陕西师范大学,旅游与环境学院,陕西,西安,710062 |
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| 基金项目： | 国家自然科学基金,陕西师范大学211工程三期重点学科建设子项目 |
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| 摘 要： | 借助国际上品牌个性特征测度的经典量表,并结合国内相关学者的已有研究成果,选取"农家乐"这一旅游休闲活动为研究对象进行实证研究,研究结果显示:"农家乐"旅游休闲品牌的个性维度和以往研究的"大五"维度有所不同,其品牌个性特征表现为实惠、喜悦、闲适、交互、健康和逃逸6大特征;该6项测度结果较好地解释了"农家乐"旅游休闲活动产品的品牌特性和"农家乐"旅游休闲活动的参与特点和呈现方式。
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| 关 键 词： | 农家乐 品牌个性 维度 |
Study on Rural Tourism Brand Personality:A Case Study of Happy Farmhouse in Chang'an District in Xi'an |
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| BAI kai,ZHANG Chun-hui.Study on Rural Tourism Brand Personality:A Case Study of Happy Farmhouse in Chang'an District in Xi'an[J].Finance and Trade Research,2009,20(3). |
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| Authors: | BAI kai ZHANG Chun-hui |
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| Institution: | BAI kai ZHANG Chun-hui(School of Tourism , Environment,Shanxi Normal University,Xi'an 710062) |
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| Abstract: | With the classic scale measure of international brand personality,combined with research achievement from domestic scholars,this paper has an empirical study of the Happy Farmhouse tourism and leisure activities.The results show that personality dimensions of the Happy Farmhouse tourism and leisure brand differ from the previous big five dimensions.The brand personality presents six characteristics:benefits,joy,leisure,interaction,health and escape,which gives a better explanation of the brand identity of H... |
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| Keywords: | Happy Farmhouse brand personality dimensions |
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