村落遗产地品牌个性对游客忠诚的影响——游客自我一致和村落遗产地品牌关系质量的中介作用

Effects of Village Heritage Site Brand Personality on Tourists' Loyalty: The Mediating Role of Self-consistency and Brand Relationship Quality

村落遗产地旅游品牌研究还处于浅层次发展阶段,本文以世界文化遗产开平碉楼与村落为例,依据自我调节态度理论的"评价→情感响应→行为意向"自我调节过程,构建出村落遗产地品牌个性、游客自我一致、村落遗产地品牌关系质量与游客忠诚关系模型,并运用Mplus7.0软件进行结构方程模型分析。研究结果显示:(1)村落遗产地品牌个性包含高雅、乐观、质朴、实惠和智慧5个维度,其中,质朴是村落遗产地品牌个性的独特维度,游客总体感知最高。(2)游客品牌满意和游客品牌依恋在游客自我一致与游客忠诚关系间起完全中介作用。(3)村落遗产地品牌个性能够通过游客自我一致和村落遗产地品牌关系质量链式中介间接作用于游客忠诚,但对游客品牌依恋和游客忠诚的直接效应不显著。研究结果为村落遗产地旅游品牌化管理提供了理论参考与借鉴。

Researches on tourism brands of village heritage sites still remain at the initial stage of development.This research took Kaiping Watchtower and Villages as cases in points,employed the self-regulation attitude theory to construct a conceptual model to demonstrate the relationships among brand personality,self-consistency,brand relationship quality and tourists＇ loyalty of village heritage sites,and did an analysis of the structural equation model by applying the Mplus7.0 software.The results show that：1）there are five dimensions of brand personality of village heritage sites,including elegance,happiness,un-sophistication,benefits and wisdom,among which un-sophistication is unique with the highest level of overall perception;2）brand satisfaction and attachment fully mediate the relationship between self-consistency and tourists＇ loyalty;3）self-consistency and brand relationship quality play a chain intermediary role between the brand personality and tourists＇ loyalty with insignificant direct effect on brand attachment and tourists＇ loyalty.The results of this paper provide a theoretical reference for tourism brand marketing of village heritage sites.