主题公园与城市品牌个性的耦合机制研究——以珠海CL为例

Research on the Coupling Mechanism between Theme Park and Urban Branding: A Case Study of Chimelong, Zhuhai

中国旅游市场正处于蓬勃发展阶段,主题公园数量不断增加,面临着激烈的市场竞争,在此背景下,品牌个性在旅游目的地品牌的差异化战略中具有重要作用。本文将主题公园与其所在的城市之间的关系视为品牌联合,以珠海CL海洋公园为例,利用品牌联合效应与原产地效应理论,通过问卷调查实证检验主题公园个性与城市品牌个性之间的耦合效应。研究发现,珠海具有"活力现代""悠闲随和""独特大胆"3个城市品牌个性,而珠海CL主题公园则具有"正直勇敢""现代活力"2个鲜明的品牌个性特征。同时发现,上述品牌个性维度彼此显著正相关,从而证实珠海CL海洋公园与城市的品牌个性具有匹配性且相互作用,据此提出了相关建议。

China’s tourism market is in vigorous development,while the number of theme parks is increasing,facing fierce market competition.Under this context,branding differentiation plays an important role in tourism destination.This paper regards the relationship between theme parks and their cities as brand association.Taking Chimelong Ocean Park in Zhuhai as an example,it applies the theory of brand association effect and country of origin effect to empirically test the coupling effect between theme park branding and urban brand branding through questionnaire survey.The study finds that the city of Zhuhai has three urban branding including“vitality and modernity”,“leisure and easy-going”and“unique and bold”,while the Chimelong theme park in Zhuhai has two distinct branding characteristics of“integrity and bravery”and“modernity and vitality”.At the same time,it is found that the above branding dimensions were significantly positively correlated with each other,which confirmed that the branding of Chimelong Ocean Park in Zhuhai and the city had the matching and interaction,and relevant suggestions are put forward accordingly.