基于旅游者感知的旅游目的地品牌个性研究——以重庆旅游品牌为例

On the Brand Personality of Tourism Destination Based on Tourists’ Cognition——A Case of Chongqing Tourism Brand

旅游者对旅游目的地品牌的反应是以旅游目的地品牌个性认知为基础。旅游目的地通过塑造品牌个性,促使旅游者对它形成独特的品牌偏好,从而在市场竞争中脱颖而出。本文通过自主设计出重庆旅游品牌个性测量表,在对中国12个省市的重庆旅游者进行问卷调查的基础上(网络问卷560份,纸质问卷420份),对重庆旅游品牌个性进行了研究。研究结果显示:重庆旅游品牌个性特征为"率真、激情、英勇、智慧和信赖"。其中"率真"是重庆旅游品牌最显著的个性特征,评价平均值为4.239,其他依次为"激情"、"英勇"、"智慧"和"信赖",评价平均值次为4.087、3.772、3.758、3.575。该研究结论在一定程度上弥补了重庆旅游品牌个性研究的空缺,并对重庆旅游品牌营销实践与理论研究提出相应启示和后续研究方向。

The responses of tourists to tourism destination brand are based on the tourists＇ cognition of destination brand personality. By shaping the brand personality, tourism destination prompt tourists to form unique, strong and valuable brand preferences, thus the tourism destination can stand out in the market competition. This study designs Chongqing tourism brand personality scale, through the investigation of the tourists （once and is） that come from 12 provinces in China, we send 980 questionnaires （560 network questionnaires, 420 paper questionnaires） to research the brand personality of Chongqing tourism. The result indicates that the characteristics of Chongqing tourism brand personality are ＂sincere, passion, brave, wisdom, and trust＂. In which ＂sincere＂ is the most significant characteristic, followed by the ＂passion＇, ＂brave＂, ＂wisdom＂ and ＂trust＂. The study conclusion is on certain level to make up for the vacancy of the research of Chongqing tourism brand personality, and put forward corresponding revelation and future research direction to the marketing practice and theoretical research of Chongqing tourism brand.