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旅游导刊  2018, Vol. 2 Issue (4): 31-51    DOI: 10.12054/lydk.bisu.78
主题论文     
居民目的地品牌心理所有权的影响因素研究
张辉()
中山大学旅游学院 广东珠海 519082
The Antecedents of Local Residents’ Destination Brand Psychological Ownership
Hui ZHANG()
School of Tourism Management, Sun Yat-sen University, Zhuhai 519082, China
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摘要:

目的地居民是目的地品牌的关键利益相关者。目的地居民因其对目的地的熟悉、感知控制和个人投入而对目的地品牌建立起所有权感知。目的地品牌心理所有权能够带来一系列积极的结果,是促进目的地品牌健康可持续发展的重要因素。本研究以杭州为例,利用问卷调研法共收集762份有效数据,探讨居民目的地品牌心理所有权的产生路径。研究发现:居民对目的地品牌的控制感和涉入感对目的地品牌心理所有权有显著的正向影响;熟悉感和涉入感交互正向影响目的地品牌心理所有权;控制感和涉入感交互正向影响目的地品牌心理所有权。最后,本研究总结了管理启示,并对未来研究方向进行了展望。

关键词: 目的地品牌心理所有权熟悉感控制感涉入感居民    
Abstract:

Branding is considered as one of the most powerful tools for destination marketers. Local residents are the most important stakeholders of destination brand.Local residents can develop psychological ownership toward the destination brand because of their familiarity with destination, perceived control over destination, and involvement with destination. Destination brand psychological ownership can bring a series of positive outcomes, such as residents’ extra role behavior, positive word of mouth, helping tourists behavior, which is important for the destination’s sustainable development. This study investigates the antecedents that influencing destination brand psychological ownership. Specifically, residents’ familiarity with destination, perceived control over destination, involvement with destination, and their interactions were hypothesized to have a psotive influence on destination brand psychological ownership. The data was collected in Hangzhou of Zhejiang Province, and was analyzed using SPSS and Mplus software. The results showed that both perceived control and involvement have a significant positive effect on destination brand psychological ownership. Perceived control and involvement, destination familiarity and involvement interactively influence destination brand psychological brand ownership. The findings have important managerial implications for destination marketers. First, destination marketers can improve resident’s brand psychological ownership by giving them more control over the destination, such as communicating destination knowledge to residents by internal communication tools and improvingtheir interpersonal communication skills, in order to improve their self-efficacy. Second, investing the self into the target can enhance brand psychological ownership; therefore, destination marketers should involve residents more in destination-related activities, such as providing suggestions for destination development and take initiative to help tourists. Third, destination marketers can also enhance destination brand psychological ownership by improving the interaction of perceived control and involvement, and destination familiarity and involvement. Finally, limitations of this study and future research directions are discussed.

Key words: destination brand psychological ownership    familiarity    perceived control    involvement    local resident
收稿日期: 2018-01-25 出版日期: 2018-09-07
PACS:  F59  
基金资助: 本研究受国家自然科学基金(项目编号:71602194)和中央高校科研业务费专项基金项目(项目编号:14WKPY66)资助。
作者简介:

作者简介:张 辉(1983— ),男,山东临沂人,博士,中山大学旅游学院副教授,研究方向:服务营销、旅游营销、目的地品牌化。E-mail:nkzhanghui@163.com

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引用本文:

张辉. 居民目的地品牌心理所有权的影响因素研究[J]. 旅游导刊, 2018, 2(4): 31-51.

Hui ZHANG. The Antecedents of Local Residents’ Destination Brand Psychological Ownership. Tourism and Hospitality Prospects, 2018, 2(4): 31-51.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.78        https://lydk.bisu.edu.cn/CN/Y2018/V2/I4/31

图1  本研究的概念框架注:本研究仅关注实线箭头连接部分。
图2  研究模型
变量 取值 频率 百分比(%)
性别 395 51.8
359 47.1
年龄 20岁及以下 143 18.8
21~30岁 470 61.7
31~40岁 104 13.6
41~50岁 26 3.4
51~60岁 8 1
61岁及以上 11 1.4
学历 初中及以下 48 6.3
高中/中专 84 11
大学 500 65.6
研究生及以上 129 16.9
婚姻状况 未婚 599 78.6
已婚 162 21.3
出生地 杭州 194 25.5
非杭州 567 74.4
居住时间 1年及以下 79 10.4
1~5年 340 44.6
6~10年 89 11.7
11年及以上 252 33.1
与旅游业关系 本人直接从事旅游业 9 1.2
家人从事旅游业 27 3.5
无人从事旅游业 724 95
最短景点距离 小于2公里 355 46.6
2~5公里 263 34.5
6~10公里 75 9.8
11公里及以上 67 8.8
表1  样本概况
代码 测项 标准化载荷 组合信度 α系数 平均提取方差
品牌心理所有权 0.885 0.885 0.532
PO1 杭州是我的城市 0.829
PO2 我感觉杭州是我们的城市 0.624
PO3 我感觉对杭州有很高的个人所有权感 0.833
PO4 我感觉杭州是我的城市 0.858
PO5 杭州是我们的城市 0.594
PO6 大多数杭州市民认为他们拥有这座城市 0.508
PO7 我可以很容易地将杭州认为是我的 0.779
熟悉感 0.817 0.860 0.533
FM1 我对杭州非常熟悉 0.581
FM1 我比一般人更熟悉杭州 0.794
FM2 我比我的朋友更熟悉杭州 0.838
FM4 我比大部分杭州本地人更熟悉杭州 0.678
控制感 0.843 0.774 0.577
CO1 我们普通民众也能对杭州的旅游发展发挥影响 0.595
CO2 只要尽力,我们就能对杭州旅游产生影响 0.826
CO3 我们可以通过在社会生活中发挥积极作用来影响杭州的旅游业 0.863
CO4 面对因旅游业发展带来的生活费用的上涨,我们这些居民可以发挥自己的影响 0.726
涉入感 0.813 0.878 0.593
IVO1 我们本地居民可以同政策制定者讨论旅游问题 0.664
IVO2 我们本地居民有权参与有关旅游发展的决策 0.839
IVO3 我们本地居民有权参与有关旅游规划的问题 0.797
表2  验证性因子分析结果
变量 均值 标准差 1 2 3 4
1心理所有权 3.463 0.784 0.729000
2熟悉感 3.337 0.729 0.272*** 0.730000
3控制感 3.382 0.623 0.537*** 0.367*** 0.760000
4涉入感 3.619 0.740 0.416*** 0.343*** 0.490*** 0.770
表3  区别效度检验表
假设 路径 估计值(λ) T值 P值 结果
H1 熟悉感→目的地品牌心理所有权 0.010 0.317 0.751 不支持
H2 控制感→目的地品牌心理所有权 0.337 7.665 0.000 支持
H3 涉入感→目的地品牌心理所有权 0.301 5.803 0.000 支持
H4 熟悉感×控制感→目的地品牌心理所有权 — 0.313 —1.529 0.126 不支持
H5 熟悉感×涉入感→目的地品牌心理所有权 0.223 1.803 0.071 支持
H6 控制感×涉入感→目的地品牌心理所有权 0.223 2.023 0.043 支持
表4  假设检验结果
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