国家地质公园品牌个性结构研究:一个量变开发的视角

A Study on National Geopark Brand Personality:A Perspective of Questionnaire Development

近年来,随着国家地质公园的建设在我国迅猛发展,国家地质公园泛化现象逐步显现,该缺陷直接导致了国家地质公园形象模糊,缺乏品牌个性等问题。就该缺陷,本文在个性心理学与品牌个性理论基础上,通过自主量表开发,构建并检验了国家地质公园的品牌个性,结果显示:国家地质公园品牌个性存在三个基本维度(科学性、景观性和吸引力);三个品牌个性维度中"吸引力"居于第一位(路径系数为0.94),其次是"科学性"(路径系数为0.77),第三是"景观性"(路径系数为0.72)。该研究结论在一定程度上弥补了国家地质公园品牌个性研究的空缺,对国家地质公园后续建设与发展具有一定参照意义。

In 1996,the United Nations Educational,Scientific,and Cultural Organization （UNESCO） created a new word ＂geo-park＂ when carrying out the feasibility study of ＂geo-park plan＂.The meaning of ＂Geo-park＂ is twofold. ＂Geological＂ means that the natural geological relics are contained in the geological park. ＂Park＂ is associated with its social role and value attributes.In 1999,at the 156 times executive board meeting of UNESCO,they officially approved the agenda of the ＂Geo-park program＂,and actively promoted global construction of world geo-parks.China,as a positive supporter of the plan,has constructed 24 world geological parks and 183 national geo-parks over more than ten years.China has become a country having the largest number and highest level of geo-parks.Geo-park,as a braking engine,should be valued in the regional economic development;its social,economic,and environmental benefits have been widely recognized.It is noted that geo-park construction and research should be paid much attention to ＂geological attribute＂ than ＂geographical,environmental,and tourism interaction mechanism＂.Some scholars with research interest in geography,environment,and tourism tend to pay attention to the ＂national geo-park＂ development.The current construction and studies have resulted in an increasing number of national geo-parks to a certain degree,and the imbalance between the type and the regional distribution.Science popularization and tourism participation are not harmonious,which caused a phenomenon of ＂geo-park generalization＂.These factors have caused national geo-parks to appear mostly in a single area,have blur image,and lack unified brand personality and market attraction,thereby weakening social benefits of geo-parks.The author built and tested national geo-park brand personality using a self-development scale based on personality psychology and the brand personality theory.Results show that there are three basic dimensions in national geo-park brand personality,i.e.,scientific nature,landscape,and attraction.The first hierarchic dimension is attraction,with a path coefficient of 0.94,the second is scientific nature with a path coefficient of 0.77,and the third is landscape with a path coefficient of 0.72.This study would be beneficial in studies of national geo-park brand personality,and offer reference for the construction of national geo-parks in China.