管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (6): 114-127.

• 市场营销 • 上一篇    

红色旅游目的地品牌个性量表开发及对旅游者幸福感影响的实证研究

吴媛媛1, 夏冬琴2, 方美晨1, 王莎楠1   

  1. 1. 江南大学商学院, 无锡 214122;
    2. 江南大学纺织科学与工程学院, 无锡 214122
  • 收稿日期:2022-04-11 发布日期:2025-07-10
  • 作者简介:吴媛媛（通讯作者），江南大学商学院副教授，博士；夏冬琴，江南大学纺织科学与工程学院博士研究生；方美晨，江南大学商学院硕士研究生；王莎楠，江南大学商学院硕士研究生。
  • 基金资助:
    国家自然科学基金重点项目（71832005）；国家自然科学基金项目（72472062）；江苏高校哲学社会科学重点研究基地（2018ZDJD-A011）。

Development of the Brand Personality Scale for Red Tourism Destinations and an Empirical Study on Its Impact on Tourists’ Sense of Happiness

Wu Yuanyuan1, Xia Dongqin2, Fang Meichen1, Wang Shanan1   

  1. 1. School of Business, Jiangnan University, Wuxi 214122;
    2. School of Textile Science and Engineering, Jiangnan University, Wuxi 214122
  • Received:2022-04-11 Published:2025-07-10

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摘要： 基于品牌个性理论视角，文章采用文献检索、深度访谈、焦点小组访谈、网络文本挖掘、问卷调查等方法，进行了中国红色旅游目的地品牌个性的量表开发，探索了不同红色旅游品牌个性维度对旅游者幸福感及行为意向的影响效应，并检验了旅游者幸福感的中介作用。研究发现：①中国的红色旅游目的地品牌个性由“闲适”“智义”“仁和”“忠勇”“时新”5个维度共20个指标构成；②旅游者幸福感分为享乐幸福感和实现幸福感，红色旅游目的地品牌的个性维度对旅游者不同幸福感的作用并不相同。“忠勇”和“智义”对于旅游者的实现幸福感影响更大；“闲适”“仁和”和“时新”对享乐幸福感影响更大，且享乐幸福感对旅游者行为意向的积极影响大于实现幸福感。③享乐幸福感在“智义”“仁和”对行为意向的影响中起完全中介作用，实现幸福感在“智义”“忠勇”对行为意向的影响中起完全中介作用。“时新”对旅游者行为意向有直接影响，旅游者幸福感在其中起到部分中介作用。研究从品牌个性的角度丰富了红色旅游的理论探索，有助于深化理解红色旅游的不同个性维度对旅游者幸福感以及旅游者幸福感对行为意向的影响，对红色旅游线路和景区景点的设计、开发与运营具有启示意义。

关键词: 红色旅游目的地, 品牌个性, 量表开发, 享乐幸福感, 实现幸福感, 行为意向

Abstract: Based on the brand personality theory, this paper develops a scale for the brand personality of red tourism destinations in China by using methods including literature review, in-depth interviews, focus group discussions, online text mining, and questionnaire surveys. The study explores the impact of different brand personality dimensions of red tourism on tourists’ sense of happiness and behavioral intentions, and examines the mediating role of tourists’ sense of happiness. The findings are as follows. (1) The brand personality of red tourism destinations in China consists of 20 indicators in total, belonging to five dimensions, namely “Relaxing,” “Wisdom and Righteousness,” “Benevolence and Harmony,” “Loyalty and Bravery,” and “Innovativeness.” (2) Tourists’ sense of happiness is categorized into hedonic happiness and eudaimonic happiness, and the impact of different brand personality dimensions on tourists’ sense of happiness varies. “Loyalty and Bravery” and “Wisdom and Righteousness” have a greater impact on tourists’ eudaimonic happiness, while “Relaxing,” “Benevolence and Harmony,” and “Innovation” have a greater impact on tourists’ hedonic happiness. Moreover, hedonic happiness has a greater positive influence on tourists’ behavioral intentions than eudaimonic happiness. (3) Hedonic happiness plays a complete mediating role in the impact of “Wisdom and Righteousness” and “Benevolence and Harmony” on behavioral intentions, while eudaimonic happiness plays a complete mediating role in the impact of “Wisdom and Righteousness” and “Loyalty and Bravery” on behavioral intentions. “Innovativeness” has a direct impact on tourists’ behavioral intentions, and tourists’ sense of happiness plays a partial mediating role in this relationship. This study enriches the theoretical exploration of red tourism from the perspective of brand personality, and deepens the understanding of the impact of different personality dimensions on tourists’ sense of happiness and behavioral intentions. It provides insights for the design, development, and operation of red tourism routes and scenic spots.

Key words: red tourism destination, brand personality, scale development, hedonic happiness, eudaimonic happiness, behavioral intentions