触“景”生“情”——旅游场景对目的地品牌至爱的影响研究

doi:10.12054/lydk.bisu.208

摘要/Abstract

摘要：

在旅游目的地品牌同质化、竞争激烈的现实背景下，情感差异化在很大程度上决定了旅游目的地品牌竞争优势的强弱。旅游目的地品牌至爱反映了游客对目的地深层次的情感关系，让游客爱上目的地成为目的地营销者的终极追求。本研究基于环境心理学、社会交换理论、效果层次模型等理论，建构了赋情利益、赋能利益和赋意利益中介旅游场景对目的地品牌至爱影响的研究模型。研究发现，旅游场景中的物理要素对目的地品牌至爱有直接的积极影响，物理要素和社会要素对目的地品牌至爱的总影响不存在统计学差异，赋情利益和赋意利益中介了物理要素和社会要素对目的地品牌至爱的影响。本研究为目的地管理组织采用目的地品牌至爱战略提出了管理建议。

关键词: 旅游场景; 目的地品牌至爱; 赋情利益; 赋能利益; 赋意利益

Abstract:

Against the realistic context of homogenization and fierce competition among destination brands, emotional differentiation determines the competitive advantage of destination brands to a large extent. Destination brand love reflects the deep reliance of tourists on destinations. How to make tourists fall in love with the destination has become the ultimate pursuit of destination marketers. Based on Environmental Psychology, Social Exchange Theory and Hierarchy-of-Effects Model, this study constructs a model of tourscape on destination brand love through enticing benefits, enabling benefits and enriching benefits. The study finds that the physical elements in tourscape have a directly positive impact on the destination brand love, and there is no statistical difference between the total impacts of physical elements and social elements on the destination brand love, that enticing benefits and enriching benefits mediate the influences of physical and social elements on destination brand love. This study also puts forward management suggestions for destination management organizations to adopt destination brand love strategy.

Keywords: tourscape; destination brand love; enticing benefits; enabling benefits; enriching benefits

中图分类号:

王诗韵, 张辉. 触“景”生“情”——旅游场景对目的地品牌至爱的影响研究[J]. 旅游导刊, 2022, 6(6): 21-52.

WANG Shiyun, ZHANG Hui. Research on the Influence of Tourscape on Destination Brand Love[J]. Tourism and Hospitality Prospects, 2022, 6(6): 21-52.

图/表 6

参考文献 89

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项目 Item	分类 Category	数量 Frequency	百分比（%） Percentage
性别 Gender	男	264	43.42
性别 Gender	女	344	56.58
年龄 Age	20岁及以下	103	16.94
	21~30岁	357	58.72
	31~40岁	89	14.64
	41~50岁	37	6.09
	51岁及以上	22	3.62
婚姻状况 Marriage	已婚	176	28.95
	未婚	415	68.26
	其他	17	2.80
月收入 Monthly income	5 000元及以下	266	43.75
	5 001~8 000元	142	23.36
	8 001~12 000元	107	17.60
	12 000元以上	93	15.30
受教育程度 Degree of education	小学	7	1.15
	初中	18	2.96
	高中	55	9.05
	大专或本科	446	73.36
	硕士及以上	82	13.49
常住地 Permanent residence	广东省内	330	54.28
常住地 Permanent residence	广东省外	278	45.72
职业 Occupation	政府机关或事业单位职工	64	10.53
	企业职工	194	31.91
	农业	6	0.99
	学生	226	37.17
	待业或下岗者	9	1.48
	离退休人员	11	1.81
	其他	98	16.12
停留天数 Days of travel	1天	58	9.54
	2~3天	218	35.86
	4~5天	124	20.39
	6天及以上	208	34.21
到广州的旅游次数 Travel experiences in Guangzhou	1次	135	22.20
	2~3次	179	29.44
	4~5次	89	14.64
	6次及以上	205	33.72

项目 Item	分类 Category	数量 Frequency	百分比（%） Percentage
性别 Gender	男	264	43.42
性别 Gender	女	344	56.58
年龄 Age	20岁及以下	103	16.94
	21~30岁	357	58.72
	31~40岁	89	14.64
	41~50岁	37	6.09
	51岁及以上	22	3.62
婚姻状况 Marriage	已婚	176	28.95
	未婚	415	68.26
	其他	17	2.80
月收入 Monthly income	5 000元及以下	266	43.75
	5 001~8 000元	142	23.36
	8 001~12 000元	107	17.60
	12 000元以上	93	15.30
受教育程度 Degree of education	小学	7	1.15
	初中	18	2.96
	高中	55	9.05
	大专或本科	446	73.36
	硕士及以上	82	13.49
常住地 Permanent residence	广东省内	330	54.28
常住地 Permanent residence	广东省外	278	45.72
职业 Occupation	政府机关或事业单位职工	64	10.53
	企业职工	194	31.91
	农业	6	0.99
	学生	226	37.17
	待业或下岗者	9	1.48
	离退休人员	11	1.81
	其他	98	16.12
停留天数 Days of travel	1天	58	9.54
	2~3天	218	35.86
	4~5天	124	20.39
	6天及以上	208	34.21
到广州的旅游次数 Travel experiences in Guangzhou	1次	135	22.20
	2~3次	179	29.44
	4~5次	89	14.64
	6次及以上	205	33.72

构念/维度/题项 Construct/dimension/item	载荷 Loading	组合信度 CR	平均提取方差 AVE
激情 Passion	0.921	0.897	0.635
我对广州充满热爱	0.811
广州的魅力令人着迷	0.815
我被广州深深吸引	0.845
相比其他城市，我更愿意到广州旅游	0.765
相比其他城市，我在广州的经历是最开心的	0.744
亲密 Intimacy	0.879	0.915	0.644
我对广州非常了解	0.697
我对广州有信任感	0.797
广州让我感觉很亲近	0.826
广州对我来说很特别	0.780
广州给我情感上的支持	0.845
我与广州之间有亲密感	0.860
决定/承诺 Decision/Commitment	0.938	0.917	0.650
来广州旅游是个明智的决定	0.790
我对广州的热爱不会轻易改变	0.864
我会一直喜欢广州	0.851
我会继续关注广州的信息	0.768
我希望再来广州旅游	0.796
我愿意向亲朋好友推荐广州	0.761

构念/维度/题项 Construct/dimension/item	载荷 Loading	组合信度 CR	平均提取方差 AVE
激情 Passion	0.921	0.897	0.635
我对广州充满热爱	0.811
广州的魅力令人着迷	0.815
我被广州深深吸引	0.845
相比其他城市，我更愿意到广州旅游	0.765
相比其他城市，我在广州的经历是最开心的	0.744
亲密 Intimacy	0.879	0.915	0.644
我对广州非常了解	0.697
我对广州有信任感	0.797
广州让我感觉很亲近	0.826
广州对我来说很特别	0.780
广州给我情感上的支持	0.845
我与广州之间有亲密感	0.860
决定/承诺 Decision/Commitment	0.938	0.917	0.650
来广州旅游是个明智的决定	0.790
我对广州的热爱不会轻易改变	0.864
我会一直喜欢广州	0.851
我会继续关注广州的信息	0.768
我希望再来广州旅游	0.796
我愿意向亲朋好友推荐广州	0.761

构念/维度/题项 Construct/dimension/item	载荷 Loading	组合信度 CR	平均提取方差 AVE
物理要素 Physical dimension		0.828	0.446
环境卫生	0.622
规划布局	0.714
基础设施	0.648
城市装饰	0.721
街道景观	0.706
旅游景观	0.584
社会要素 Social dimension		0.877	0.544
服务人员礼貌友好	0.749
服务人员能设身处地为我着想	0.750
广州居民热情好客	0.778
广州居民有良好的精神风貌	0.769
游客之间会友好交谈	0.686
游客之间会互相信任	0.687
目的地品牌至爱（二阶构念） Destination brand love （second-order）		0.937	0.832
激情	0.947
亲密	0.877
决定/承诺	0.911
赋情利益 Enticing benefits		0.894	0.678
我享受在广州度过的时光	0.836
这次旅游让我感到愉快	0.837
这次旅游是一次很好的感官体验	0.827
我沉浸在这次旅游过程中	0.793
赋能利益 Enabling benefits		0.911	0.720
这次旅游让我在各方面更加得心应手	0.785
这次旅游让我觉得我是个有能力的人	0.834
这次旅游让我可以更好地应对生活中的困难	0.883
这次旅游让我更有勇气挑战困难的任务	0.887
赋意利益 Enriching benefits		0.910	0.629
我的形象与广州的形象是一致的	0.746
广州反映了我希望呈现的自我形象	0.796
广州丰富了我的价值观	0.735
到广州旅游反映了我的个性	0.849
到广州旅游反映了我是个怎样的人	0.824
到广州旅游丰富了我的形象	0.802