【摘要】 以古泉州(刺桐)史迹为案例地,运用结构方程模型方法对文化遗迹旅游目的地品牌资产的构建及传播进行研究。实证结果表明:首先,品牌资产由品牌知名度、品牌体验、品牌价值和品牌关系决定;其次,品牌知名度正向影响品牌体验和品牌价值,品牌体验通过品牌价值间接正向影响品牌关系,品牌关系正向影响品牌传播。最后,据此提出3点建议供文化遗迹旅游目的地参考。更多还原

【Abstract】 Taking the ancient Quanzhou relics as a case, this paper studies the construction and promotion of brand equity of cultural relics as tourism destination by means of structural equation model. The empirical study indicates the following results. Firstly, brand equity is determined by brand awareness, brand experience, brand value and brand relationship; secondly, brand awareness has a positive effect on brand experience and brand value; brand experience has an indirect and positive effect on brand relationship through brand value; brand relationship has a positive effect on brand communication. Finally, the paper presents three suggestions to cultural Relics Tourism destinations based on the study.更多还原