旅游产品创新、旅游地形象、感知价值与旅游地品牌资产的关系

A Study of the Relationships between Tourism Product Innovation, Tourism Destination Image,Perceived Value and Destination Brand Equity

以广东省开平市游客为例,基于问卷数据,采用结构方程模型的方法,实证检验旅游产品创新、旅游地形象、感知价值与旅游地品牌资产之间的结构关系。研究表明:旅游地形象对感知价值具有显著正向影响;感知价值对旅游地品牌资产具有显著正向影响;旅游产品创新对旅游地品牌资产具有显著正向影响,并通过旅游地形象和感知价值对旅游地品牌资产产生显著间接影响。

Taking tourists to Kaiping,Guangdong province,as an example,based on questionnaire data and using the method of structural equation model,the structural relationship between tourism product innovation,tourism destination image,perceived value and brand equity of tourism destinations was empirically tested.The research shows:a tourism destination’s image has a significant positive impact on perceived value;the perceived value has a significant positive impact on a destination’s brand equity;tourism product innovation has a significant positive impact on a destination’s brand equity and tourism product innovation has a significant indirect impact on the brand equity of a tourist destination through its image and perceived value.