目的地品牌个性对游客行为意愿的影响机理研究——以北京为例

THE INFLUENCE MECHANISM OF DESTINATION BRAND PERSONALITY ON TOURISTS'BEHAVIORAL INTENTION:A CASE OF BEIJING

品牌个性作为吸引客源市场到访旅游目的地的关键因素之一,一直以来受到学者们的高度关注。但在目的地品牌个性对游客行为意愿影响机理的研究方面仍显薄弱。本文基于自我调节态度理论,通过问卷调查数据,定量分析了目的地品牌个性对游客行为意愿的影响作用机理与路径。研究发现:(1)基于自我调节态度理论的假设检验结果验证了目的地品牌个性对游客行为意愿影响的“评价—情绪—行为”过程。(2)自我一致性、积极情绪体验和满意度在目的地品牌个性对游客行为意愿的影响中搭建起不同的中介路径,并将“评价—情绪—行为”过程细分为“感知—情绪”路径和“价值—态度”路径。本研究证实了目的地品牌个性会通过积极情绪体验或感知价值影响游客的行为意愿,有效扩展了自我调节态度理论的应用场景,在一定程度上丰富了目的品牌个性的影响作用研究范畴,且为旅游目的地营销工作改进与提升提供了相关理论参考及应用新视角。

As one of the key factors to attract tourists to travel destinations,brand personality has always attracted great attention from scholars.Based on the self-regulating attitude theory and questionnaire survey data,this paper quantitatively analyzes the mechanism and path of the influence of destination brand personality on tourists'behavioral intention.The findings are as follows:1)The hypothesis test results based on the self-regulating attitude theory verify the"evaluation-emotion-behavior"process of the influence of destination brand personality on tourists'behavioral intention.2)Self-consistency,positive emotional experience and satisfaction build different mediating paths in the influence of destination brand personality on tourists'behavioral intention,and the process of"evaluation-emotion-behavior"is subdivided into"perceptionemotion"path and"value-attitude"path.This paper confirmed that destination brand personality can affect tourists'behavioral intention through positive emotional experience or perceived value.Thus it effectively expanded the application scenarios of the self-regulating attitude theory,while the research scope of the influence of destination brand personality is enriched.