【摘要】 基于游客的旅游目的地品牌资产是创造竞争性市场优势和差异化营销策略的重要因素。依据调查问卷,构建基于游客的目的地品牌资产模型,验证品牌形象、品牌质量的二因子中介作用和境外旅行经历对其调节作用。结果表明:①目的地品牌知晓经过品牌质量和品牌形象二因子中介正向影响品牌价值,品牌价值对品牌忠诚具有正向影响的目的品牌资产模型成立。②品牌质量、品牌形象作为品牌知晓影响品牌价值的二因子中介作用显著。③品牌形象、品牌质量在品牌知晓正向影响品牌价值的中介作用中,受境外旅行经历的调节作用显著。当境外旅行经历丰富时,目的地品牌质量的特定间接影响更强;当境外旅行经历一般时,目的地品牌形象的特定间接影响更强。更多还原

【Abstract】 Customer-based brand equity(CBBE) for tourism destination measured branding effects through tourists’ perceptions of destinations. CBBE was an important factor to create competitive market advantage and differential marketing strategy. Based on questionnaires,this paper researched destination brand equity,then constructed a tourist-based destination brand equity model with destination brand awareness(DBA),destination brand image(DBI),destination brand quality(DBQ),destination brand value(DBV),and destination brand loyalty(DBL). There were mediation effects of brand image and brand quality between brand awareness and brand value,and moderating the effects of overseas travel experience to the influence path of brand quality and image between brand awareness and brand value. The results showed that: ①Destination brand awareness had a significantly positive impact on destination brand image and destination brand quality,destination brand image and destination brand quality had a significantly positive impact on destination brand loyalty through destination brand value. ② The mediation effects of brand image and brand quality were significant between brand awareness and brand value. ③ There were moderating effects of overseas travel experience on brand image,brand quality between brand awareness and brand value. Specific indirect effects of brand quality was stronger when overseas travel experience was rich,and specific indirect effects of brand image was stronger when overseas travel experience was general.更多还原