居民目的地品牌心理所有权的影响因素研究

The Antecedents of Local Residents' Destination Brand Psychological Ownership

目的地居民是目的地品牌的关键利益相关者。目的地居民因其对目的地的熟悉、感知控制和个人投入而对目的地品牌建立起所有权感知。目的地品牌心理所有权能够带来一系列积极的结果,是促进目的地品牌健康可持续发展的重要因素。本研究以杭州为例,利用问卷调研法共收集762份有效数据,探讨居民目的地品牌心理所有权的产生路径。研究发现:居民对目的地品牌的控制感和涉入感对目的地品牌心理所有权有显著的正向影响;熟悉感和涉入感交互正向影响目的地品牌心理所有权;控制感和涉入感交互正向影响目的地品牌心理所有权。最后,本研究总结了管理启示,并对未来研究方向进行了展望。

Branding is considered as one of the most powerful tools for destination marketers.Local residents are the most important stakeholders of destination brand.Local residents can develop psychological ownership toward the destination brand because of their familiarity with destination,perceived control over destination,and involvement with destination.Destination brand psychological ownership can bring a series of positive outcomes,such as residents’extra role behavior,positive word of mouth,helping tourists behavior,which is important for the destination’s sustainable development.This study investigates the antecedents that influencing destination brand psychological ownership.Specifically,residents’familiarity with destination,perceived control over destination,involvement with destination,and their interactions were hypothesized to have a psotive influence on destination brand psychological ownership.The data was collected in Hangzhou of Zhejiang Province,and was analyzed using SPSS and Mplus software.The results showed that both perceived control and involvement have a significant positive effect on destination brand psychological ownership.Perceived control and involvement,destination familiarity and involvement interactively influence destination brand psychological brand ownership.The findings have important managerial implications for destination marketers.First,destination marketers can improve resident’s brand psychological ownership by giving them more control over the destination,such as communicating destination knowledge to residents by internal communication tools and improvingtheir interpersonal communication skills,in order to improve their selfefficacy.Second,investing the self into the target can enhance brand psychological ownership;therefore,destination marketers should involve residents more in destinationrelated activities,such as providing suggestions for destination development and take initiative to help tourists.Third,destination marketers can also enhance destination brand psychological ownership by improving the interaction of perceived control and involvement,and destination familiarity and involvement.Finally,limitations of this study and future research directions are discussed.