名人代言对旅游目的地品牌价值影响分析——以某华东古镇旅游景区为例被引量：16

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摘要本研究以品牌价值理论为基础,应用结构方程模型,实证检验了名人代言这一市场营销手段在旅游目的地品牌价值构建中的功能和作用机理。研究结果表明:名人代言能够显著地影响旅游目的地的品牌价值,并能引起游客态度及行为意图的积极变化。因此,名人代言可以充分地及内在统一地体现在品牌价值的主要维度中,是旅游目的地品牌建设和运营的重要内容和有效工具。本文也对相关研究成果的理论和实践意义作了阐述。

作者刘红颜麒杨韫

机构地区昆明学院南京林业大学香港理工大学

出处《经济问题探索》 CSSCI 北大核心 2013年第7期87-92,共6页 Inquiry Into Economic Issues

基金香港理工大学酒店与旅游业管理学院研究基金资助

关键词品牌价值旅游目的地名人代言结构方程模型影响分析

分类号 F592.7 [经济管理—旅游管理] F273.2 [经济管理—企业管理]

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