乡村生态旅游品质感知对品牌推崇的影响研究:来自经验取样法的调查

A study of rural ecotourism and brand evangelism in the perspective of the experience sampling method

研究基于经验取样法对江西地区乡村生态旅游品牌推崇的影响机理展开研究,根据研究结果:(1)消费者对乡村生态旅游的品质感知及其内在维度均能为品牌推崇带来积极影响;(2)品质感知中的文化价值与质量价值维度对消费者体验有较显著的影响;(3)消费者体验会积极影响品牌推崇;(4)消费者体验在乡村生态旅游品质感知与品牌推崇之间的中介效应显著。故建议旅游企业与景区应在发展方向、机制优化与提升体验好感等方面塑造出"优质"的品牌推崇。

Based on the empirical sampling method,this paper studies the influence of the mechanism of brand evangelism on rural ecotourism in Jiangxi province.It has the following conclusions:(1)quality perception and its intrinsic dimension can have a positive impact on brand evangelism;(2)the cultural value and quality value in quality perception have a significant impact on the consumer experience;(3)consumer experience will positively influence brand evangelism;(4)consumer experience plays a significant mediating role in the relationship between quality perception and the intrinsic dimension of brand evangelism.Therefore,it proposes that tourism enterprises and scenic spots should create a kind of'great'brand evangelism in terms of development direction,mechanism-oriented optimization and good eco-tourism experience.