居民目的地品牌大使行为的结构探索与量表开发

Structure Exploration and Scale Development on Residents′Brand Ambassador Behavior in the Destination

以旅游目的地居民为研究对象,通过半结构访谈、焦点小组访谈收集资料,利用扎根理论进行编码分析,提炼出居民目的地品牌大使行为的结构维度。在此基础上,通过专家探讨、问卷预调研等确定居民目的地品牌大使行为的量表,并对目的地品牌所在城市居民开展问卷调查,以验证量表的可靠性和有效性。结果表明:居民目的地品牌大使行为是一个多维概念,包括居民目的地品牌宣传行为、居民目的地品牌维护行为和居民目的地品牌发展行为3个维度。经探索性因子分析和验证性因子分析,量表具有良好的信度和效度。

Taking the residents of the tourist destination as the research object, this paper collected data through semi-structured interviews and focus group interviews, and used grounded theory to conduct coding analysis to extract the structural dimension of brand ambassador behavior of residents′ destination.On this basis, through expert discussion, questionnaire pre-investigation, etc.,this paper determined the scale of brand ambassador behavior of residents′ destination, and conducted a questionnaire survey on residents of the city where the destination brand was located to verify the validity and reliability of the scale.The results showed that: The brand ambassador behavior of residents′ destination was a multi-dimensional concept, including three dimensions, such as promotion of residents′ destination brand behavior, maintenance of destination brand and development behavior of destination brand development behavior;through exploratory factor analysis and confirmatory factor analysis, the developed scale had good reliability and validity.