基于顾客的旅游目的地品牌资产结构维度——扎根理论的探索性研究

Construct Dimensions of Customer-based Brand Equity for Tourism Destinations:An Exploratory Study Based on Grounded Theory

文章通过深度访谈和扎根理论的定性研究和分析方法对基于顾客的旅游目的地品牌资产的结构维度进行系统研究,确定了品牌意识、品牌形象、感知质量、品牌体验、品牌联想和品牌忠诚6个维度,其中,品牌形象和品牌体验是不同于传统品牌资产理论、更符合旅游目的地特点的新维度。同时,本研究在扎根理论的分析过程中明确了基于顾客的旅游目的地品牌资产的理论框架和各维度的构成要素,并在充分考虑旅游目的地和游客体验特点的基础上解释了各维度的新内涵。文章的研究结论不仅在理论上丰富和推进了目的地品牌资产的基础研究,也为目的地品牌的管理和营销提供了决策工具和实践指引。

Because of the rapid development of the tourism industry and the intensifying competition for customers among tourism destinations worldwide, branding has become a powerful weapon for boosting the efficacy of destination management and marketing. Recently, customer- based brand equity, a concept that has been applied to products and services, has stimulated interest in the area of destination research. A number of exploratory studies have been conducted on the dimensions and construct relations of customer- based brand equity for tourism destinations（CBBETD）. However,consensus has not been reached on the dimensions of this theme and on their respective definitions and components. This research explores the construct dimensions and framework of CBBETD based on destination characteristics and perceptions and actual experiences of tourists.A qualitative research method comprised of in-depth interview and grounded theory was adopted in this research. To acquire basic research materials, in- depth interviews were conducted with 15 interviewees. These interviewees included tourists, travel agency managers, and scholars and administrators associated with the tourism industry. The interview transcripts were analyzed through the following three steps of the grounded theory： open coding, axial coding, and selective coding.The results yielded a number of findings.（1） Brand equity can in fact be applied to tourism destinations. The CBBETD is a multidimensional concept. Among its six dimensions, brand image and brand experience are new dimensions and are more ideally suited with tourism destination characteristics. The remaining four dimensions—brand awareness, perceived quality, brand association,and brand loyalty—are the core dimensions of general brand equity theory.（2） Each dimension of CBBETD has a new connotation that differs from the traditional concept of brand equity. This research explains the new connotations and constitutions of each dimension in accordance with the coding results and with full consideration of the destination characteristics and tourists＇ perceptions and experiences.（3） The theoretical framework of CBBETD was established. The results show that brand image has positive effects on brand awareness, perceived quality, and brand experience. Brand image of destinations as perceived by tourists is then adjusted in accordance with tourists＇ perceived quality and brand experience. Brand association, which is formed based on brand image, perceived quality, and brand experience, can then positively affect brand loyalty.The dimensions and constitutions of CBBETD established in this research can not only promote the fundamental research on destination brand equity, but also provide a basis for developing a CBBETD measurement scale for conducting further empirical study. The results of the research also provide decision- making tools and practical advice for the management and marketing of tourism destinations. To become more competitive, tourism destinations should, on the one hand, improve their brand image and enhance brand awareness, and, on the other hand, provide high- quality experiences that meet or exceed tourists＇ expectations and bring them a greater level of satisfaction. In this case, a positive and distinct brand association can be formed and can then affect brand loyalty and tourists＇ selection of destinations.