基于游客视角的景区品牌资产模型研究

A Model of Visitor-based Destination Brand Equity of Scenic Spot

在对中外游客视角的目的地品牌资产研究系统梳理和评述基础之上,本文以态度三要素"认知→情感→行为"的基本逻辑体系为理论切入点,构建涵盖游客对目的地品牌的认知和记忆、情感态度、行为等三层次的"五维"景区品牌资产概念模型,并以景区品牌庐山和三清山为研究样本探讨该模型空间的普适性,经过验证性因子分析、多样本恒等性检验发现该景区品牌资产概念模型具有跨样本的稳定性和有效性。

On the basis of research and analysis of the destination brand equity system of Chinese and foreign tourists,a conceptual model of destination brand equity named ＂three hierarchy five dimension＂is rebuilt according to the basic logic system ＂cognitive-affective-behavior＂,which is composed of tourist cognition,affection,behavior attitude for the destination brand. Then,an empirical study is carried out with Lushan and Sanqingshan as the study samples to discuss the spatial universality of the model. And it is found that the model is stable and valid with confirmatory factor analysis and multi-sample invariance test between the two samples.