基于消费者的旅游目的地品牌资产研究——以呼和浩特市为例

Study on consumer-based brand equity for a destination-A case of Hohhot

随着旅游影响的日益扩大,目的地之间的竞争加剧,品牌化成为旅游目的地获取优势的有力工具,但有关旅游目的地品牌资产的研究欠缺。文中从消费者视角出发,构建了包含五个维度的旅游目的地品牌资产模型,并借助结构方程模型进行了实证检验。研究发现,旅游目的地品牌资产的价值构成维度包括区域形象、目的地品牌知名度、目的地品牌形象、目的地感知质量和目的地品牌忠诚。同时,这些维度不是并列的,存在着特定的路径关系。对旅游目的地品牌资产的管理可以从其构成维度入手,通过强化构成维度全面提升旅游目的地品牌资产。

Branding has been used in tourism destinations as a useful marketing tool to gain competitive advan- tage with the competition among destinations getting more intensive in recent years. But studies on tourist desti- nation brand especially brand equity are rare. So we studied the tourist destination brand equity from the per- spective of consumer to make up for the inadequacy of this area. The study built tourism destination brand equity model including five dimensions at first, by using structural equation to test the model. It was found that consum- er - based brand equity for a destination consists of regional image, tourism destination brand awareness, tourism destination brand image, tourism destination perceived quality and tourism destination brand loyalty, At the same time, the dimensions of consumer - based brand equity for a destination are not parallel. There is a specific path relation between them. We can promote the consumer -based brand equity for a destination through its dimen- sions＇ management.