桂林市居民品牌消费状况与社会分层研究

消费不仅仅是一个经济的实用过程,而且是涉及文化符号和象征意义的表达过程,品牌消费集中体现了符号消费的特点.文章选取广西桂林市居民品牌消费状况为研究视角,试图通过对各个阶层居民品牌消费状况的分析来探讨社会阶层分化的现状和趋势.     

日化用品行业的品牌扩散与市场进入壁垒

当前,品牌扩散战略己成为许多企业谋求成长、增强市场势力、遏制竞争者进入的重要手段。本文基于中国日化用品行业应用扩展的Hotelling模型分析了在位企业可以利用品牌扩散战略在获取经济利润的同时,成功阻止潜在竞争者的进入。     

苏南模式社会主义新农村社区参与旅游发展的态度研究——以江苏省常熟市蒋巷村为例

江苏省常熟市蒋巷村为典型的苏南模式乡村,集体经济发达,作为全国农业旅游示范点和社会主义新农村建设的典型,近年来乡村旅游迅速发展。从蒋巷村居民参与乡村旅游发展的态度着手,了解居民参与乡村旅游发展及其对旅游影响的感知差异。调查可知,蒋巷居民目前发展乡村旅游的经济、社会基础较好,积极性也较高,但缺乏政策引导和实践经验。在此基础上探讨苏南模式社会主义新农村社区参与乡村旅游发展的方式与内容,提出：可通过首批＂农家乐＂旅游示范户的建设及其示范效应充分调动农民开发＂农家乐＂旅游的积极性;加快旅游新项目建设,吸引村民参与相关工作;鼓励村民参与娱乐、交通、购物设施的建设。以期为同类型村镇的社区参与发展提供必要的理论参考和依据。     

山东半岛零售业视阈下自有品牌与消费者行为意向的实证研究

当前我国零售业快速发展,零售商间的竞争日趋激烈,发展自有品牌成为零售商获取竞争优势的重要途径,对自有品牌的消费行为进行研究具有重要的现实意义。在总结国内外研究的基础上,从品牌认可、感知形象、感知质量、感知价格、价格意识及促销刺激六个方面探究其对自有品牌消费者行为意向的影响,并通过问卷调查对模型进行验证,以期为零售商开发和推广自有品牌提供营销策略上的依据和借鉴。     

The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences

Dining out at a restaurant is one of the most important parts of travelers' tourism experience. The purpose of this research was to examine the antecedents and consequences of travelers' need for uniqueness (CNFU) in their restaurant experiences. Based on a literature review, three theoretical antecedents (perceived firm innovativeness (PFI), perceived firm uniqueness, and brand prestige) and three theoretical consequences (utilitarian value, hedonic value, and behavioral intentions) were proposed. During this process, it was theorized that consumers' uniqueness-seeking behaviors can be strengthened and/or weakened by three psychological moderators: attention to social comparison information (ATSCI), face consciousness, and materialism. By integrating the theoretical arguments, a structural model was proposed. The proposed model was tested using data collected from 379 travelers who had dined out at a luxury restaurant in the past three months. According to the data analysis results, PFI, perceived firm uniqueness, and brand prestige were all confirmed to be important factors in enhancing CNFU. Furthermore, it was determined that CNFU bears a positive impact on behavioral intentions, an impact that is mediated by perceived value. Lastly, the moderating roles of ATSCI and materialism were found to be significant. In the latter part of this research, managerial implications derived from the data analysis results are discussed.     

Sustainability and the authentic experience. Harnessing brand heritage – a study from Japan

This paper explores the influence of the formative brand heritage construct on perceived authenticity at repaired/reconstructed heritage sites, understood in relation to the Japanese practice of kintsugi (金継ぎ), thereby extending Kolar and Zabkar's consumer-based model of authenticity. It notes that variations of kintsugi occur in architectural heritage conservation worldwide. We establish relationships between brand heritage, cultural motivations, perceptions of authenticity, relational value, and consumer commitment, based on questioning 768 visitors to repaired and reconstructed Japanese heritage sites. Analysis using partial least squares found consumer preconceptions of brand heritage stimulating increased perceptions of authenticity at sites of limited historical provenance, thereby increasing visitor commitment to visiting. Heritage managers should use marketing strategies that effectively communicate a site's brand heritage prior to, during, and after the tourist experience. Even where the material components of the site are entirely reconstructed, this can lead to relational value, and improved consumer commitment. In sustainability terms, holistic brand marketing can increase site revenue, help conservation maintenance and, by increasing repeat visits, reduce footfall damage at other “unreconstructed” sites. Practical implications include better artefact and information presentation, ensuring synergy between site experiences and its purported values, especially through tour guide narratives and interpretation.     

Examining the impact of experiential value on emotions,self-connective attachment,and brand loyalty in Korean family restaurants

ABSTRACT

This study examines how experiential value as perceived by customers of Korean family restaurants influences consumption emotions, self-connective attachment to the restaurant brand, and, ultimately, brand loyalty. Having conducted a comprehensive literature review, the study proposes and estimates a model that specifies the interrelationships among four dimensions of experiential value (i.e., atmosphere, escapism, customer return on investment, and service excellence), and latent variables of positive and negative emotions, self-connective attachment, and brand loyalty. Analysis with structural equation modeling was conducted with data collected from customers of family restaurants in South Korea. The results show that dimensions of experiential value influence either positive or negative emotions. The emotion variables, together with self-connective attachment, also mediate the relationships between perceived value of dining experience and brand loyalty.     

The influence of attitudes towards healthy eating on food consumption when travelling

This study explores tourists' attitude towards healthy eating and its influence on their travel eating behaviour. Based on focus group interviews and literature review, two instruments were developed to measure healthy eating attitude and travel eating behaviour. Factor analysis results revealed two healthy eating attitude factors (‘food content and nutrients’ and ‘balanced diet and eating habit’), and five travel eating behaviour factors (‘novelty’, ‘risk avoidance’, ‘health steadfastness’, ‘familiarity’, and ‘food supplement and medicine’). The relationships among the factors were examined using structural equation modelling. The findings revealed that respondents who had a stronger attitude towards ‘balanced diet and eating habit’ tended to be more motivated by the ‘novelty’ factor; whereas ‘risk avoidance’, ‘health steadfastness’ and ‘familiarity’ were found to be associated with a stronger attitude towards ‘food content and nutrient’. The findings suggest that the healthy eating attitude construct is multidimensional and healthy eating conscious tourists should not be treated as a homogeneous group.     

A preliminary examination of the relationship between consumer attitude towards space travel and the development of innovative space tourism technology

With increasing global competition in service sectors, innovative technologies have radically changed the tourism industry, and to be successful innovative products/services must have clear, significant points of difference that are related to needs in the market place. Furthermore, changes in consumer perceptions that emanate from an innovation are central to its effective product and service design. Although for most of us space travel is still a faraway dream, it is in fact a future probability that will increasingly attract travellers who seek new vacation experiences, and as a result, sustain academic interest. Thus, in initiating space tourism for the purposes of recreation, leisure and knowledge enhancement, a preliminary estimation of potential global demand characteristics that are specific to consumer innovators for space travel needs to be undertaken prior to promotion of research and development. In this context, this paper investigates both consumer attitudes towards space travel by analysing the components of motivated consumer innovativeness and the interest that potential consumers have in developing space tourism technology innovations within Taiwan. Consumer innovativeness is complex and comprised four innovativeness types, namely, social, functional, hedonic and cognitive. As product/service innovation development has been relatively unexplored in the mature industry of tourism, many business managers would welcome an understanding of which vacation travellers are most likely to be the earliest buyers of such an exciting new product. With data collected from a sample of 354 Taiwanese, this research uses mediated regression to examine the influence of the four types of consumer innovativeness on consumer's attitudes and acceptance of a space tourism technology innovation, and the mediating role perceived novelty plays in the relationship. The findings indicate that only hedonic and social innovativeness are associated with improved consumer attitude and that novelty partially mediates the relationship for those two types of consumer innovativeness. The implications for theory and practice are discussed. Limitations and directions for future research are also addressed.     

旅游对传统村落的影响研究——以安徽齐云山为例

旅游影响一直是国内外旅游研究的重要课题,旅游地居民对旅游发展的感知是研究旅游影响的重要途径。此次调查以安徽省黄山市休宁县齐云山为例,采用问卷调查和现场访谈相结合的方式,运用SPSS、CATPACTM等软件对调查结果进行数理统计,从居民与游客角度分析了旅游开发给齐云山居民带来的经济、社会文化、环境的若干影响,以及居民对旅游业所持的态度。文章着重于探讨居民对于因旅游开发所带来的村落影响的感知,以及他们对于当前旅游影响的评测和对未来旅游发展的期待。