旅游目的地居民内部品牌化：量表开发与实证检验

摘要/Abstract

摘要： 在观光游向深度体验游转型的现实背景下,目的地居民作为与游客接触非常广泛和深入的群体,在目的地品牌建设中的重要性日益凸显。然而,现有研究尚缺乏一个能够体现居民重要性的综合概念,文章在借鉴服务企业内部品牌化理论的基础上,提出了目的地居民内部品牌化的概念,设计了4项层层递进的研究（n=1271）,开发了其量表,并进行了检验。研究一在文献演绎和实践归纳基础上界定目的地居民内部品牌化的概念及维度,并产生初始题项。研究二在张家界问卷调研基础上,运用探索性因子分析研究目的地居民内部品牌化的内部结构。研究三在桂林、珠海、玉林问卷调研基础上,运用验证性因子分析进一步验证目的地居民内部品牌化的结构。研究四在佛山问卷调研基础上,运用结构方程模型实证检验目的地居民内部品牌化的网络效度。研究证实,目的地居民内部品牌化包括品牌知识、品牌信念、品牌信心、品牌情感、保护行为、支持行为、帮助行为7个维度。目的地品牌氛围对目的地居民内部品牌化有积极影响,目的地居民内部品牌化对游客满意度有积极影响。

关键词: 内部品牌化, 目的地品牌化, 地方公民行为, 居民, 量表开发

Abstract: Destination In the context of the shift from sightseeing tourism to immersive experiential tourism, local residents, as the group with the most frequent and profound interactions with tourists, are becoming increasingly pivotal in destination branding. However, existing research lacks a comprehensive concept that reflects the importance of residents in this field. Building on internal branding theory from the service marketing field, this paper introduced the concept of residents' internal destination branding, designed a series of four progressively advanced studies (n=1271), developed a corresponding measurement scale, and performed validity testing. Study 1 defined the concept and dimensions of residents' internal destination branding using both deductive and inductive approaches, and developed initial items. Study 2, based on a questionnaire survey conducted in Zhangjiajie, used exploratory factor analysis to examine the internal structure of residents' internal destination branding. Study 3, based on questionnaire surveys in Guilin, Zhuhai, and Yulin, employed confirmatory factor analysis to further validate the structure of residents' internal destination branding. Study 4, based on a questionnaire survey in Foshan, used structural equation modeling to empirically test the nomological validity of residents' internal destination branding. This study confirms that residents' internal destination branding comprises seven dimensions: brand knowledge, brand beliefs, brand confidence, brand affect, protective behavior, supportive behavior, and helping behavior. The destination brand atmosphere has a positive impact on residents' internal destination branding, which in turn positively influences tourist satisfaction.

Key words: internal branding, destination branding, place citizenship behavior, residents, scale development

中图分类号:

F590.31

张辉, 贲国姣. 旅游目的地居民内部品牌化：量表开发与实证检验[J]. 旅游科学, 2024, 38(12): 54-75.

ZHANG Hui, BEN Guojiao. Residents' Internal Destination Branding： Scale Development and Validation[J]. TOURISM SCIENCE, 2024, 38(12): 54-75.

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