| Author: | 沈旭炜 Shen, Xuwei |
| Title: | 基于自我一致性理论的运河夜间旅游目的地品牌个性研究——以京杭大运河杭州景区为例 |
| Other Title: | A study on the night brand personality of canal tourism destination based on self-congruence theory : a case study of the Hangzhou scenic area of Grand Canal |
| Advisors: | 宋海岩 (SHTM) |
| Degree: | DHTM |
| Year: | 2021 |
| Subject: | Heritage tourism -- China -- Hangzhou -- Case studies Tourism -- Management Tourism -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xviii, 136 pages : color illustrations |
| Language: | Chinese |
| Abstract: | 随着城市经济的深度发展，作为夜间经济的重要消费形式之一，运河旅游地将夜间体验活动作为活化运河两岸自然生态资源和文化遗产资源，创造新的文化消费热点，增加当地旅游经济收入的重要手段。将目的地营销领域的目的地品牌个性（Destination brand personality, DBP）相关理论引入对运河夜间体验参与者感知的分析中，旨在解答以下两个问题：运河夜间旅游目的地品牌个性的内涵与特征是什么？运河夜间旅游目的地品牌个性（运河夜间 DBP）中影响参与者实际自我一致性、理想自我一致性与行为意向的关键要素包含哪些？ 针对上述问题，本研究采用定性与定量分析相结合的方法，旨在探究运河夜间 DBP、自我一致性与行为意向之间的关系。在定性研究阶段，研究者通过对摘录网络顾客点评和旅游者游记，获得 712份有效点评和游记样本作为研究所需的质性数据。遵循扎根理论的三级编码过程，本研究识别了运河夜间 DBP的主要维度，初步建立起理论模型框架，并据此设计出调查问卷。在定量研究阶段，研究者通过对 485个有效样本的数据分析和结构方程模型假设检验，得出了如下结论：运河夜间体验参与者将夜间运河目的地与闲适恬淡、优美诗意、本土民生与历史、现代活力和神圣传奇五个人格特质相关联。运河夜间 DBP的不同潜在维度对旅游者感知自我一致性和行为意向的影响权重存在差异。诗意优美、本土历史与民生以及神圣传奇三个 DBP维度是影响运河夜间体验参与者实际自我一致性和理想自我一致性感知的关键要素。参与者实际自我一致性、理想自我一致性感知和行为意向并不受到神圣传奇这一 DBP维度的影响。闲适恬淡这一 DBP维度直接影响运河夜间体验参与者的行为意向，而不是通过参与者的感知实际自我一致性和理想自我一致性。基于以上分析结果，本研究总结了相应的理论启示和实践启示。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6079.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.45 MB | Adobe PDF | View/Open |
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