旅游目的地品牌资产的结构及其形成机理——基于目的地形象视角的实证研究

The Structure of Tourism Destination Brand Equity and Its Formation Mechanism——An Empirical Study Based on the Perspective of Destination Image

基于文献回顾,笔者从目的地形象视角构建了旅游目的地品牌资产的形成机理模型。实证研究表明,旅游目的地品牌知名度、品牌质量、品牌信任、品牌价值和品牌忠诚构成了旅游目的地品牌资产的关键结构维度,并且它们相互之间存在因果联系;目的地形象作为旅游目的地品牌资产前置因素的效应也得到了支持;所测试的不同类型旅游目的地的品牌资产水平具有差异性。这些结论对旅游目的地品牌资产的理论建构和管理实践具有重要意义。

Based on the literature review, this paper builds up formation mechanism model of tourism destination brand equity from the perspective of destination image. The empirical results show that tourism destination brand equity consists of five dimensions, including tourism destination brand awareness, brand quality, brand trust, brand value and brand loyalty, and there are causal links among them. Meanwhile, the effects of destination image on tourism destination brand equity are also verified, and the level of tourism desti- nation brand equity is different among different types of tourism destination.