旅游目的地品牌认同影响因素研究

Influencing Factors of Tourist Destination Brand Recognition

以皖北文化生态旅游区为例,以游客个体特征为研究视角,通过问卷调查获取原始数据,构建Logistic回归模型分析旅游目的地品牌认同的影响因素。实证研究结果表明:性别、受教育程度、月收入、地理区域、品牌关注和品牌信息是旅游目的地品牌认同的影响因素,而年龄和职业不是旅游目的地品牌认同的影响因素。旅游目的地应选择有效的市场细分标准,深度挖掘品牌信息并进行有效传播,开发独特资源,形成品牌特色。同时,构建便捷的交通网络,扩大辐射范围,并加强邻近景区资源共享与合作。

This study,taking the Northern Anhui Cultural Ecological Tourism Zone as an example,from the perspective of the individual characteristics of tourists,constructed the Logistic regression model to analyze the influencing factors of tourist destination brand recognition based on data from questionnaire survey.The results of the empirical research indicate that gender,education level,monthly income,geographical region,brand focus and brand information are influencing factors of tourist destination brand recognition,while age and profession are not influencing factors.Tourism destinations should choose effective market segmentation standards,well develop brand information,do effective propaganda,develop unique resources to form brand characteristics,and build a convenient transportation network to expand the radiation range of tourist destination and strengthen the resource sharing and cooperation with the adjacent scenic spots at the same time.