基于游客感知的皖南古村落旅游地品牌个性差异性分析

Analysis of Brand Personality Differences of Ancient Villages in Southern Anhui Based on Tourists’Perception

以品牌个性理论为指导,基于游客感知视角,以宏村、西递、龙川3个代表性皖南古村落旅游地为案例地,采用混合方法构建古村落品牌个性词汇量表,采用问卷调查法、主成分分析法,对同一区域、旅游吸引物相似、互相竞争的3个古村落旅游地感知品牌个性进行比较。结果表明:(1)3个古村落旅游地感知品牌个性维度及构成划分不同。宏村品牌个性包括真诚、活力、有内涵、和谐4个维度,西递包括活力、真诚、亲和、有内涵等品牌个性维度,龙川可划分为真诚、活力、有内涵、美丽、闲适等5个个性维度。(2)3个古村落旅游地感知品牌个性具有很大相似性。“真诚”“活力”“有内涵”3个品牌个性维度是古村落所共有的,且3个维度在不同古村落品牌个性中均占有较大比重,表明三地在游客感知中具有很大的相似性。(3)3个古村落旅游地感知品牌个性存在一定差异性。从各古村落独有的品牌个性维度看,“和谐”为宏村独有,“亲和”为西递独有,而龙川独有的品牌个性维度包括“美丽”和“闲适”。据以上研究结果,提出了相应的品牌形象定位建议。

Guided by the brand personality theory,and based on the perspective of tourist's perception,the representative villages of Hongcun,Xidi and Longchuan used as examples to construct the ancient village brand personality vocabulary scale in a hybrid method,and with questionnaire and principal component analysis,we analyze the brand personality of the three ancient villages in the same region,which have similar tourist attractions and compete with one another.The results show that:(1)the three ancient villages have different dimensions and composition of the perception of brand personality.The brand personality of Hongcun is consisted of sincerity,vitality,connotation and harmony.Xidi includes such four brand personality dimensions as vitality,sincerity,amiability and connotation.Then Longchuan's brand personality can be divided into five dimensions,they are sincere,vital,connotative,beautiful,leisurely.(2)There is a big similarity of perceived brand personality among the three ancient villages.The three brand personality dimensions of sincerity,vitality and connotation are common to the all three villages,and the three dimensions respectively occupy a large proportion in the brand personality,indicating that the three villages share a large similarity in the tourists'perception.(3)There are also some differences of perceived brand personality among the three ancient villages.From the unique brand personality dimensions of each village,harmony only belongs to Hongcun,and amiability is unique to Xidi,while Longchuan's unique brand personality dimensions include beauty and leisure.According to the research findings above,we put forward some corresponding brand personality positioning suggestions.