旅游动机对目的地品牌个性感知的影响研究——以青岛市为例

Study on the Influence of Tourism Motivation on Perception of Destination Brand Personality——A Case Study of Qingdao

近年来,国内外对旅游动机和旅游品牌个性的研究不断深入,但对两者之间影响关系的认识比较模糊。对以青岛为旅游目的地的游客进行问卷调查,采用探索性因子分析法构建了游客感知品牌个性的五个维度,并且提取出旅游者的四种旅游动机。最后应用多元线性回归的分析方法探讨了旅游动机与品牌个性之间的关系。研究结果表明,不同的旅游动机影响游客对目的地的品牌个性的感知,同时也为旅游目的地的品牌化提供理论参考。

In recent years,domestic and foreign studies on tourism motivation and tourism brand personality has continue been deepened,but the understanding of the relationship between the two is rather vague.This paper conducts a questionnaire survey on tourists who take Qingdao as their travel destination,and construct five dimensions of tourists'perception of brand personality by using exploratory factor analysis,and extracts four kinds of tourist motivations.Finally,the analysis method of multiple linear regression is applied to explore the relationship between tourism motivation and brand personality.The study results show that different tourism motivations affect tourists'perception of destination brand personality and provide a theoretical reference for tourism destination branding.