森林公园品牌认知、品牌形象对游客重游意愿影响机理研究

Study on Influence Mechanism of Forest Park Brand Awareness,Brand Image on Tourist Revisit Intention

建构一个中介效应模型,探讨品牌认知、品牌形象是如何影响游客重游意愿的。研究结果显示,品牌认知和品牌形象对游客重游意愿不直接产生显著影响,但品牌认知的美誉度和情感性品牌形象通过游客信任,功能性品牌形象、管理性品牌形象和情感性品牌形象通过游客满意显著影响游客重游意愿。从品牌传播、品牌定位和品牌营销三个方面提出对策建议。

This paper constructed a model of intermediary effect, brand awareness, brand image which was how to affect the revisiting willingness. The results showed that the brand awareness and the brand image on tourist revisit intention was not directly influenced significantly, but the brand reputation and the brand image through the tourists affective trust, functional brand image, management of brand image and affective brand image through tourist satisfaction significantly affected the revisiting willingness, and put forward some countermeasures and suggestions from brand communi- cation, brand positioning and brand marketing.