基于旅游者视角的国家公园品牌形象测量模型研究

Research on National Park Brand Image Measurement Model Based on Tourists'Perception

国家公园是一种价值标签,代表了国家公园的特殊价值,具有品牌效应。而品牌形象影响和决定着人们的品牌选择,是消费者购买决策的重要影响因素。由于国家公园的特殊性(环保、游憩、科研、教育等),以往研究中快速消费品、目的地等的品牌形象成果并不能直接应用于国家公园的品牌形象。因此,对国家公园品牌形象的构成和测量量表进行实证研究对于国家公园品牌研究具有重大意义。本项研究基于旅游者的视角,通过对游客访谈、问卷调查数据的定量分析构建了一套国家公园品牌形象的测量模型,研究发现国家公园对旅游者而言是一种有价值的品牌,国家公园品牌形象的构成不同于其他旅游目的地,旅游者对于国家公园品牌形象的认知包含资源形象、符号形象、功能形象、管理形象、旅游形象、属性形象、象征形象7个维度。

National Park is recognized as a standardized management mode of land protection in the world.It’s also the world’s most famous brand of tourist destination.After Shangri-la Pudazo National Park in Yunnan Province,which is the first park constructed and operated according to the national park management mode in P.R.China,administrative departments in other regions of China have been promoting the pilot construction of national parks,especially after the report of the 18th National Congress of the Communist Party of China in 2012,in which the goal of establishing the administrative system of national park was proposed.Existing literature on national park focuses on case studies of good practices,governance and management of national parks,and the impact of tourist development.However,these researches ignore National Park’s feature as an important brand of tourist destination.The gap in national park brand research needs to be filled urgently.A destination with a“national park”name can distinguish itself from other destinations,and this difference is established through the brand image of the national park-the people who go to the national park are in the minds of the national park.The comprehensive response,such as the name of the national park,management services,product attributes,national park signs,etc.,and the subjective evaluation of the national park,is namely the national park brand image.This paper believes that the consumer-based national park brand image is multi-dimensional,but due to the special characteristics of the national park in terms of products(environmental protection,recreation,research,education,etc.),the previous research results of fast-moving consumer goods,destinations,etc.cannot be directly applied to the national park's brand image.Therefore,empirical research on the composition and measurement scale of national park brand image is of great significance for national park brand research.The National Park is a value tag that represents the special value of a national park and has a brand effect.The brand can make tourists'cognitive differences through its own brand image,attract more tourists to choose national parks instead of other tourist destinations,deepen tourists'understanding of national parks,and thus convey national parks.The protection concept is conducive to better fulfilling the mission of the national park.This study finds that national parks are a valuable brand for tourists.The composition of national park brand image is different from other tourist destinations.Tourists'perception of national park brand image includes 7 dimensions:resource image,symbol image and function,image,management image,tourism image,attribute image,symbolic image.Visitors’evaluation of the resource image,sign image,function image,management image,tourist image,attribute image and symbol image of national park brand are positive.This research,which is the first that studies National Park as a brand,constructs the model of tourists'perception of national park brand image.It creates a new research perspective of studying the impact factors of brand equity outside the customer-based brand equity of tourist destination.Therefore,this research has certain theoretical and practical significance for the study of national park brand and customer-based brand equity of tourist destination in China.