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- 2015
基于广东入境游客视角的中国旅游城市品牌个性感知研究
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Abstract:
品牌个性作为品牌形象体系中最核心的组成部分，引起实用界和学术界的广泛关注。然而，关于入境游客如何感知当代中国旅游城市品牌个性的问题，仍缺乏深入研究。本文首先通过严格的词汇筛选，提取出适用于入境游客评价中国旅游城市品牌个性的量表，然后，以广东入境游客为调查对象，通过长时间跨度、多语种的问卷抽样调查，得到来自59个国家和地区的921个入境游客样本，基于因子分析和信效度检验，构建了当代中国旅游城市品牌个性的多维框架，由真诚、现代、活力、文化、粗犷、随和6个因子构成，并比较了六大文化区游客对中国旅游城市个性的感知差异，以及不同中国旅游城市的感知个性差异。
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