A Model of Visitor-based Destination Brand Equity of Scenic Spot

Abstract

Abstract: On the basis of research and analysis of the destination brand equity system of Chinese and foreign tourists, a conceptual model of destination brand equity named “three hierarchy five dimension” is rebuilt according to the basic logic system “cognitive -affective- behavior”, which is composed of tourist cognition, affection, behavior attitude for the destination brand. Then, an empirical study is carried out with Lushan and Sanqingshan as the study samples to discuss the spatial universality of the model. And it is found that the model is stable and valid with confirmatory factor analysis and multi-sample invariance test between the two samples.

Key words: brand equity of scenic spot, brand affect;multi-sample invariance test, attitude theory

MA Qiu-fang，XIA Yuan-yuan，XU Wen-zhu. A Model of Visitor-based Destination Brand Equity of Scenic Spot[J]. 商业研究.

References

［1］Konecknik M， Gartner W C. Customer-based brand equity for a destination［J］．Annals of Tourism Research，2007，34(2):400-421. ［2］Boo S， Busser J， Baloglu S. A model of customer-based brand equity and its application to multiple destinations ［J］．Tourism Management，2009，30(2):219-231. ［3］Pike S, Scott N.Destination brand equity among the host community: a potential source of comparative advantage for DMO’s［J］．Acta Turistica, 2009,21(2):160-183. ［4］Kim S H,Han H S,Holland S, et al. Structural relation ships among involvement, destination brand equity, satisfaction, and destination visit intentions: The case of Japanese outbound travelers［J］．Journal of Vacation Marketing, 2009,15(4): 349-365. ［5］Chen C F， Myagmarsuren， Odonchimeg. Exploring relationships between Mongolian destination brand equity,satisfaction and destination loyalty［J］．Tourism Economics， 2010,16(4):981-994. ［6］黄洁.国家级风景名胜区的品牌资产研究——基于大学生短途旅游者视角［D］．上海：复旦大学博士学位论文，2012. ［7］苑炳慧，辜应康. 基于顾客的旅游目的地品牌资产结构维度——扎根理论的探索性研究［J］．旅游学刊，2015（11）:87. ［8］Aaker，D. A. Building strong brands. New York，NY: The Free Press,1996. ［9］Gartner W C,Konecknik M. Tourism destination brand equity dimensions: renewal versus repeat market［J］．Journal of Travel Research, 2011, 50(5):471-481. ［10］李宏. 旅游目的地形象测量方法与应用研究［M］．天津：南开大学出版社，2012. ［11］张宏梅，张文静，王进,等. 基于旅游者视角的目的地品牌权益测量模型：以皖南国际旅游区为例［J］．旅游科学，2013，27(1): 52-63. ［12］ Yoo B,Donthu N. Developing and validating a multidimensional consumer-based brand equity scale［J］．Journal of Business Research，2001，52(l):l-14. ［13］黄芳铭.结构方程模式:理论与应用［M］．北京:中国税务出版社，2005. ［14］侯杰泰，温忠麟，成子娟.结构方程模型及其应用［M］．北京:教育科学出版社，2004. ［15］邱皓政.结构方程模式——LISREL的理论、技术与应用［M］．双叶书廊有限公司，2005. ［16］吴明隆.结构方程模型——AMOS的操作与应用［M］．重庆：重庆大学出版社，2010:371. ［17］Cheung G W,Rensvold R B. Evaluating goodness-of-fit indexes for testing measurement invariance［J］．Structural Equation Modeling, 2002, 9(2) ：233-255.