闽南文化旅游目的地品牌资产感知研究

The Study on the Perception on Brand Equity of Min Nan Cultural Tourist Destination

闽南文化旅游资源丰富,但游客对闽南文化的识别度不高,文化旅游目的地品牌价值较低。通过对国内外旅游目的地品牌资产理论的梳理,修正目的地品牌资产模型,构建旅游者对闽南文化旅游目的地品牌资产感知维度分析框架,采用计量分析对游客的旅游感知进行测量,进而给出提高闽南文化旅游目的地品牌资产价值的对策建议。

Minnan is rich in cultural tourism resources,while the degree of tourist recognition towards Minnan culture is not high,the value of Min Nan culture tourist destination is relatively low. Through literature review of tourist destination brand equity theory,the paper revises the model of tourist destination brand equity,and build the theoretical analysis framework of Consumer-based destination brand equity towards Min Nan culture tourist destination. Statistical analysis was adopted to evaluate the perceptions of tourists,and then the suggestions to improve the value of Min Nan culture tourist destination brand equity were given.