旅游企业品牌个性对消费者重购意愿的影响研究——以稻草人旅行社、携程旅行网以及春秋国旅为例

The Impact of Brand Personality Characters of Tourism Enterprises on Consumers' Repurchase Intention——A Case of Ctrip,Spring Travel and Daocaoren Travel Agency

通过将品牌个性维度引入旅游企业中,以旅行社及旅游网站品牌个性为研究对象,选取稻草人旅行社、携程旅行网以及春秋国旅三家旅游企业,就品牌个性与消费者重购意愿的影响进行研究,结果显示消费者对不同旅游企业品牌个性的评价差异主要受到"新乐"和"真诚"这两个维度的影响。旅游企业品牌个性与消费者重购意愿之间存在显著正相关的关系,其中"新乐"对重购意愿的影响最大,"高雅"对重购意愿的影响最小。

Compared with the other enterprises, more effects should be made on brand personality if a tourism enterprise wants to achieve customers＇ loyalty. It is quite important and valuable to study the relationship between customers~ repurchase intention and brand personality. The paper took three travel agencies （Ctrip, Spring Travel and Daoeaoren Travel Agency） as examples , and used principal component analytical method as well as multiple linear regression model to do the research. The study found that Daocaoren Agency with customers＇s higher intention of repurchase has significant differences from other two companies in terms of two dimensions of ＂trend＂ and ＂integrity＂, while there are no significant differences in terms of three dimensions of ＂ele- gance＂, ＂benevolence＂ and ＂wisdom＂. And there is an obviously positive correlation between the brand personality and custom- ers＇ repurchase intention, which shows that ＂trend＂ gives the most important influence and ＂elegance＂ gives the least.