摘要
目的地品牌个性已成为旅游目的地品牌化建设的关键要素,品牌化已经成为目的地营销者手中的一种有力工具。为了检验目的地品牌个性能否帮助乡村旅游目的地在竞争中进行有效的品牌差异化定位,采用乡村旅游目的地品牌个性问卷,通过对来自全国的220人进行问卷调查,对无锡荡口镇和华西村的目的地品牌个性进行测量。结果表明,两个目的地在多个个性特征上存在显著差异。探索性因子分析表明,荡口镇目的地品牌个性由原汁原味、淳朴实惠、乡土风情、安定淡泊、现代感和休闲6个维度构成,华西村则由卓越、务实、真诚和豪迈4个维度构成。结果显示,目的地品牌个性能帮助乡村旅游地进行差异化定位和竞争。在此基础上,提出了营销建议。
Brand personality was presented as a key component of an effective brand. This paper aimed to exam the value of the destination brand personality construct in distinguishing between two rural destinations and in destination positioning. A sample of 220 tourists were participated. Data was gathered about the destination image attributes of Dangkou and Huaxi using rural brand personality scale. The factor analysis indicated that the resuits of the two regions were quite different. Six core dimensions of brand personality were identified in Dangkou ： Original, unsophisticated, rustic, peaceful, contemporary and relax. While only four dimensions were identified in Huaxi ： Excellent, practical, sincere and great - hearted. The results indicated that tourists were able to articulate different destination brand personalities for each region. Some practical suggestions were also put forward.
出处
《资源开发与市场》
CAS
CSSCI
2015年第11期1401-1404,共4页
Resource Development & Market
基金
教育部人文社会科学研究青年基金项目"社会化进程中农民旅游需求的约束条件研究--基于浙江省农户的微观数据调查"(编号:10YJC790207)
江苏省教育厅高校哲学社会科学基金指导项目"休闲时代下的乡村旅游发展研究--以无锡市为例"(编号:2012SJD630106)
关键词
乡村旅游目的地
目的地品牌个性
差异化定位
维度
rural destination
destination brand personality
different positioning
dimension
