旅游目的地品牌忠诚度与整体印象影响因素研究——以新疆昌吉州为例

摘要/Abstract

摘要：

旅游目的地品牌建设是旅游产业发展中的一个重要目标。本文在分析旅游目的地品牌忠诚与整体印象影响因素框架的基础上，以新疆昌吉州为例，通过构建结构方程模型研究了品牌知晓度、品牌知名度、品牌信任度、感知质量、品牌联想对旅游目的地品牌忠诚及整体印象的影响以及品牌整体印象对品牌忠诚的作用，通过多组比较结构方程模型研究了游客年龄与旅游频次对品牌忠诚与品牌整体印象的调节作用。研究结果表明：品牌知晓度、品牌知名度、品牌信任度、感知质量、品牌联想对旅游目的地品牌忠诚及整体印象有显著的正向影响，但是影响的强度存在着一定的差异；品牌整体印象对旅游目的地品牌忠诚具有显著的正向的影响。另外，旅游频次对品牌忠诚与品牌整体印象的形成有负向调节作用，游客年龄对品牌联想度与整体印象间的关系存在负向调节作用，对品牌联想度与品牌忠诚度间的关系存在正向调节作用。

关键词: 旅游品牌, 旅游目的地, 品牌忠诚度, 整体印象

Abstract:

This paper analyzes the key factors that currently affect the tourism destination brand loyalty and overall impression of Changji.The authors investigate the impacts of overall brand association and kinds of brand association on tourism destination brand loyalty and o-verall impression, and also explore the relationship between overall brand impression and brand loyalty.By using structural equation modeling, the authors study the impacts of brand awareness, brand recognition, brand trust, perceived quality and brand association on brand loyalty and overall impression.By using multiple linear regression, the authors study the moderating effect of tourists'age and travel frequency on brand loyalty and overall impression.The research results show that brand awareness, brand recognition, brand trust, perceived quality and brand association have positive influence on the formation of brand loyalty and overall impression.However, their influence strengths are different.Overall brand impression has a significant impact on brand loyalty.In addition, it shows that travel fre-quency of tourists has negative moderating effect on the formation of brand loyalty and overall impression;the age of tourists has positive moderating effect on the formation of brand loyalty and negative moderating effect on the overall impression.

Key words: tourism brand, tourism destination, brand loyalty, overall impression

李翠玲, 秦续忠, 赵红. 旅游目的地品牌忠诚度与整体印象影响因素研究——以新疆昌吉州为例[J]. , 2017, 29(7): 82-92.

Li Cuiling, Qin Xuzhong, Zhao Hong. An Empirical Research on the Factors that Affect Tourism Destination Brand Loyalty and Overall Impression: Evidence from Changji Region in Xinjiang[J]. , 2017, 29(7): 82-92.

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