目的地制度性行为对目的地品牌资产的作用路径研究&mdash;&mdash;来自西北五省旅游业的市场证据

韩慧林; 邹统钎

doi:10.13959/j.issn.1003-2398.2022.03.019

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人文地理 ›› 2022, Vol. 37 ›› Issue (3) : 183-192. DOI: 10.13959/j.issn.1003-2398.2022.03.019

旅游

目的地制度性行为对目的地品牌资产的作用路径研究——来自西北五省旅游业的市场证据

韩慧林¹, 邹统钎²

作者信息 +

A STUDY ON THE PATH OF THE EFFECT OF DESTINATION INSTITUIONAL BEHAVIOR ON DESTINATION BRAND EQUITY: BASED ON THE EVIDENCE OF TOURISM MARKET FROM NORTHWESTERN PROVINCES

HAN Hui-lin¹, ZOU Tong-qian²

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文章历史 +

摘要

在旅游消费升级驱动下,目的地品牌化日益成为国内外旅游业竞争的焦点。本文基于制度理论,从游客的全新视角探究在现有的制度环境中目的地的相关制度性行为如何影响目的地品牌资产。数据显示,旅游目的地不但可以通过制度性行为正向影响目的地品牌资产,还会通过品牌合理性的中介作用间接影响品牌资产;研究还进一步发现,不同于一般的精细加工可能性模型适用机制,目的地制度性行为效应的大小独立于目的地熟悉度的高低,目的地熟悉度并不是目的地制度性行为发挥效应的外部条件。本文的研究结论不仅展现了制度效力对目的地品牌建设的重要作用,还能进一步丰富目的地品牌资产研究的路径和方法,并为目的地营销实践提供有价值的参考。

Abstract

Driven by the upgrading of tourism consumption, destination branding has increasingly become the focus of competition in domestic and foreign tourism industry. At present, the research on institutional behavior mainly focuses on social or cultural cognitive norms, ignoring the discussion of government institutionalization. Based on the institutional theory, this article explores how the relevant institutional behavior affects the destination brand equity from a new perspective of tourists. The empirical results show that the destination institutional behaviors can significantly positively affect destination brand equity; The study further found that in China-specific tourism institutional environment, the destination institutional behavior must conform to the rational perception of tourists in order to play the institutional effectiveness, that is, brand legitimation plays an intermediary effect between destination institutional behavior and destination brand equity, which shows that the effectiveness of destination institutional behavior needs to conform to tourists' psychological expectations and judgments. In order to ensure the reliability of the research conclusions, this article also introduces destination familiarity as a moderating variable into the research model when studying the institutional effects of destination. This has a certain deviation from the internal evaluation mechanism of the Elaborate Processing Possibility Model(ELM), which further demonstrates the particularity of the impact of institutional effectiveness on brand building and expands the applicable boundaries of the Elaborate Processing Possibility Model(ELM).

导出引用

韩慧林, 邹统钎. 目的地制度性行为对目的地品牌资产的作用路径研究——来自西北五省旅游业的市场证据[J]. 人文地理. 2022, 37(3): 183-192 https://doi.org/10.13959/j.issn.1003-2398.2022.03.019

HAN Hui-lin, ZOU Tong-qian. A STUDY ON THE PATH OF THE EFFECT OF DESTINATION INSTITUIONAL BEHAVIOR ON DESTINATION BRAND EQUITY: BASED ON THE EVIDENCE OF TOURISM MARKET FROM NORTHWESTERN PROVINCES[J]. HUMAN GEOGRAPHY. 2022, 37(3): 183-192 https://doi.org/10.13959/j.issn.1003-2398.2022.03.019

中图分类号： F590

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