基于游客角度的旅行社品牌价值研究

Study on the Travel Agency's Brand Value from the Perspective of Tourists

品牌价值是一种超越企业实体和产品以外的价值,对旅行社来说更是一种潜在的利润和收益。但目前我国对旅行社品牌价值意识的觉醒较晚,对旅行社品牌价值的研究也只是处于摸索阶段,品牌价值的管理和提升方面与市场的要求、游客的期待都相距甚远。文章从游客的角度来研究旅行社的品牌价值,首先构建了基于游客的旅行社品牌价值概念模型;其次探讨了旅行社品牌价值的四个维度是怎样影响游客的品牌价值表现并通过实证加以证实,最后,根据研究结果提出旅行社品牌价值管理和提升的对策建议。

Brand value is a kind of value surpassing that of the enterprise and its products. For travel agencies it is a potential profit and income. But the brand awareness comes relatively late in China, so its study still remains in the exploratory stage and there are large gaps between the management and promotion of brand value and the need of the market and tourists. This paper aims to study the brand value of travel agency from the tourist perspective. At first, it constructs tourist-based brand value conceptual model of travel agency,then explores how its four dimensions （ brand association, brand awareness, perceived quality, brand satisfaction and loyalty） positively affect the performance of tourist＇s brand value （tourist＇s perceived value and repurchase intention） and confirms it through the real diagnosis, finally, specific suggestions for the travel agency brand value management and the promotion are proposed according to the findings.