旅游目的地品牌网络口碑对其品牌态度的影响研究——以厦门鼓浪屿为例

A Study on The Effects of Tourism Destination Brand IWOM （Internet Word-of-Mouth） on Consumers＇ Brand Attitude： Based on the Case of Gulang Island

新型的传播营销工具——网络口碑已被证实在影响消费者购买决策、购买意愿等方面有显著效果，本文从旅游目的地网络口碑对于消费者品牌态度影响的角度出发，选取了鼓浪屿为实例进行了实证研究。首先对鼓浪屿是否成为旅游目的地品牌进行论证，再通过文献整理和小规模的访谈解决鼓浪屿网络口碑的影响因素有哪些，最后再利用调查法得到数据，进而通过因子分析和多元线性回归分析得出鼓浪屿网络口碑中的哪一个影响因素对消费者品牌态度的影响最大。本研究通过实证最终得出了以下两个结论：鼓浪屿符合旅游目的地品牌的特征；鼓浪屿网络口碑的四个影响因素中效价对消费者品牌态度的影响程度最大。

As the new marketing tool ----online word-of-mouth has been approved in much influence upon consumer purchasing process and purchasing decisions. This article takes Gulang Island as case to perform empirical study from the very perspective of the IWOM of tourism destination brand having been influenced consumers＇ brand attitude. Firstly, this article js to examine whether Gulang Island be a tourism destination brand, then get to the second research problem, which is ,what influencing factors of Gulang Island IWOM are. This article tries to solve this problem by literature review and a small-scale interview. Finally utilizing investigation method to collect data and trough factor analysis and multiple linear regression analysis to see which influencing factor has the most impact on consumers＇ brand attitude. This article finally comes to two conclusions as followings： the Gulang Island accords with the characteristics of tourism destination brand; among those four Gulang Island IWOM influencing factors, valence is approved to have the most influence on consumer＇s brand attitude.