居民目的地品牌心理所有权的影响因素研究

doi:10.12054/lydk.bisu.78

摘要/Abstract

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.

Keywords: destination brand psychological ownership; familiarity; perceived control; involvement; local resident

中图分类号:

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[J]. Tourism and Hospitality Prospects, 2018, 2(4): 31-51.

图/表 6

参考文献 53

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变量	取值	频率	百分比（%）
性别	男	395	51.8
	女	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

变量	取值	频率	百分比（%）
性别	男	395	51.8
	女	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

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

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

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