联合匹配性对“丝绸之路”旅游联合品牌评价的影响

"一带一路"倡议提出后,"丝绸之路"旅游品牌联合营销成为国家和地方工作的重点。文章运用因子分析法识别了"丝绸之路"旅游品牌联合匹配性的维度,运用结构方程模型检验了联合匹配性各维度对旅游者"丝绸之路"联合品牌评价的影响。研究显示:"合作目的地产品匹配性"、"合作目的地品牌形象匹配性"以及"合作目的地与‘丝绸之路’间的匹配性"对"丝绸之路"旅游品牌的感知质量和到访意向有着显著的影响;感知质量对到访意向有显著影响。结论表明,旅游目的地欲提升联合营销效果,首先应重视通过详实的市场调研确定联盟目的地成员;其次主动强化合作目的地间的联合匹配性;最后应注重从多角度提升合作目的地之间品牌形象的匹配性。

After the Belt and Road’s Initiative was proposed, the Silk Road tourism brand joint marketing has become the focus of national and local work. This paper first identifies the dimension of the Silk Road tourism co-branding fit by using the factor analysis, and then, applies the structural equation model to analyze the impacts of the four dimensions of co-branding fit on the tourists’ evaluation（measured by two dimensions of perceived quality and visit intention） of the Silk Road tourism co-brand. The results show that three of the co-branding fit dimensions（destination product fit, destination brand image fit and fit of cooperative destination and the Silk Road tourism co-brand） significantly and positively influence the tourists’ perceived quality and visit intention toward the tourist route named the Silk Road, and the perceived quality significantly and positively influence the tourists’ intention to visit the Silk Road route. The conclusion shows that, in order to improve the effect of joint marketing, tourism destinations should first attach importance to the identification of alliance destination members through detailed market research, actively strengthen the joint matching among cooperative destinations, and pay attention to the improvement of the matching of brand image between the cooperation destination from many angles.