触“景”生“情”——旅游场景对目的地品牌至爱的影响研究

Research on the Influence of Tourscape on Destination Brand Love

在旅游目的地品牌同质化、竞争激烈的现实背景下,情感差异化在很大程度上决定了旅游目的地品牌竞争优势的强弱。旅游目的地品牌至爱反映了游客对目的地深层次的情感关系,让游客爱上目的地成为目的地营销者的终极追求。本研究基于环境心理学、社会交换理论、效果层次模型等理论,建构了赋情利益、赋能利益和赋意利益中介旅游场景对目的地品牌至爱影响的研究模型。研究发现,旅游场景中的物理要素对目的地品牌至爱有直接的积极影响,物理要素和社会要素对目的地品牌至爱的总影响不存在统计学差异,赋情利益和赋意利益中介了物理要素和社会要素对目的地品牌至爱的影响。本研究为目的地管理组织采用目的地品牌至爱战略提出了管理建议。

Against the realistic context of homogenization and fierce competition among destination brands,emotional differentiation determines the competitive advantage of destination brands to a large extent.Destination brand love reflects the deep reliance of tourists on destinations.How to make tourists fall in love with the destination has become the ultimate pursuit of destination marketers.Based on Environmental Psychology,Social Exchange Theory and Hierarchy-of-Effects Model,this study constructs a model of tourscape on destination brand love through enticing benefits,enabling benefits and enriching benefits.The study finds that the physical elements in tourscape have a directly positive impact on the destination brand love,and there is no statistical difference between the total impacts of physical elements and social elements on the destination brand love,that enticing benefits and enriching benefits mediate the influences of physical and social elements on destination brand love.This study also puts forward management suggestions for destination management organizations to adopt destination brand love strategy.