| 基于城市意象的旅游节庆品牌认知研究 |
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| 引用本文： | 张娇,吴小根,钟思琪.基于城市意象的旅游节庆品牌认知研究[J].地域研究与开发,2016(3):92-97. |
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| 作者姓名： | 张娇 吴小根 钟思琪 |
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| 作者单位： | 南京大学 地理与海洋科学学院,南京,210046 |
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| 摘 要： | 旅游节庆品牌认知是衡量游客认识和理解节庆品牌内涵及价值的标准,城市旅游节庆的主题也体现了城市意象的相关元素。在分析台北市地理区位、社会文化和城市功能等属性后,明确了台北具有"生态、创意、旅游"三大城市意象。以台北101跨年晚会为例,研究旅游节庆品牌认知对游客支持意愿的影响,分析旅游节庆对推广城市意象的作用。研究结果表明:品牌知名度、品牌联想、感知质量、感知价值、品牌信任、品牌忠诚度是影响游客支持意愿的六大驱动因素;节庆品牌认知对支持意愿的影响存在年龄、学历和居住地三方面的群体差异性;基于城市意象特征塑造旅游节庆品牌有利于推广城市意象,并延长节庆品牌的生命周期。
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| 关 键 词： | 城市意象 旅游节庆 品牌认知 台北101跨年晚会 |
Research on Brand Cognitive of Urban Tourism Festival Based on City Image |
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| Abstract: | The brand cognitive of tourism festival is the standard to measure the value cognition of tourists. The theme of urban tourism festival also reflects the elements of urban image. After analyzing the geographical loca-tion, social culture and urban functions of Taipei City, it is made clear that Taipei has three major urban images, such as ecology, creativity and tourism. Based on this, taking the Taipei 101 Year Party as an example, the re-search indicates that brand cognitive of urban tourism festival, which is constituted by brand awareness, brand asso-ciation, perceived quality, perceived value, brand trust, brand loyalty, has a positive influence on tourists’ sup-porting intention. Furthermore, there stand group differences in age, education background and residence place a-bout this kind of influence. Last but not least, the brand of tourism festival is conducive to promote the city image as well as to extend the lifecycle of its own brand. |
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| Keywords: | city image tourism festival brand cognitive Taipei 101 Year Party |
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