游客心理契约对旅游地品牌资产的影响研究——以河南洛阳老君山风景区为例

A Study on the Influence of Tourists Psychological Contract on Tourism Destination Brand Equity:A Case of Laojun Mountain Scenic Area in Henan Luoyang

旅游地品牌资产作为旅游地竞争的重要手段,是对旅游地营销效果的反映,同时也是旅游地未来能否获取收益的重要因素。为了探究短视频营销下游客心理契约的履行与旅游地品牌资产之间的关系,文章以洛阳栾川老君山景区游客为调查对象,通过线上线下相结合的方式进行问卷调查,引入感知价值、游客价值共创行为作为中介变量,自我目的地联结作为调节变量,构建了一个有调节的中介效应模型。运用结构方程模型进行实证检验后发现:关系型心理契约和交易型心理契约均直接正向影响旅游地品牌资产;感知价值和游客价值共创行为在关系型心理契约和旅游地品牌资产中起着中介作用,感知价值在交易型心理契约和旅游地品牌资产中具有中介作用;自我目的地联结正向调节感知价值和旅游地品牌资产之间的关系,同时也调节了感知价值在心理契约(关系型心理契约和交易型心理契约)与旅游地品牌资产之间的中介作用。

As an important means of tourism destination competition,tourism destination brand equity is not only a reflection of the tourism destination marketing effect,but also an important factor in whether a tourism destination can obtain income in the future.In order to explore the relationship between the performance of tourists'psychological contract and the brand equity of tourism destinations under short video marketing,this study takes the tourists in Laojun Mountain scenic spot of Luoyang Luanchuan as the investigation object.Through the combination of online and off-line questionnaire surveys,the introduction of perceived value,visitors'value co-creation behaviour as the intermediary variable,and self-destination connection as the regulatory variable,build a moderated mediation effect model.The empirical results show that relational psychological contracts and transactional psychological contracts have a direct and positive impact on the brand equity of tourism destinations.Co-creation of perceived value and tourist value plays a mediating role in relational psychological contracts and tourist destination brand equity,while perceived value plays a mediating role in transactional psychological contracts and tourist destination brand equity.Self-destination linkage positively moderates the relationship between perceived value and destination brand equity,and also moderates the mediating effect of perceived value between psychological contract(relational psychological contract and transactional psychological contract)and destination brand equity.