描述
开 本: 16开纸 张: 胶版纸包 装: 平装-胶订是否套装: 否国际标准书号ISBN: 9787503273070
本书提出打造独特旅游目的地品牌资产以及提升游客忠诚度的具体路径，并为旅游目的地文化旅游政策的制定以及文化营销策略的施行提供一定的实践指导。
本研究结合前人研究成果引入地方依恋构建影响机制模型，探讨旅游目的地文化营销、品牌资产、地方游客忠诚度的影响机理关系，检验旅游目的地品牌资产在文化营销与游客忠诚度的中介效应，以期拓展游客视角下旅游目的地文化营销与品牌资产研究的新议题，深入探讨如何通过文化营销策略向游客传承当地特色的文化价值，帮助旅游目的地更有针对性地确立竞争定位、核心竞争力以及品牌文化。除此之外，考虑到旅游目的地文化营销存在区域差异，游客视角的旅游目的地品牌资产认知也存在一定差异。本研究也就北京与首尔的文化营销进行了比较，并分析了国家间旅游目的地文化营销对品牌资产的影响差异。
8.目录
第一章 绪 论····················································································· 1
第一节 研究背景与研究目标 ·····································································3
第二节 研究内容与方法 ···········································································9
第二章 理论基础·················································································13
第一节 旅游目的地文化营销 ··································································· 15
第二节 旅游目的地品牌资产 ··································································· 31
第三节 地方依恋 ·················································································· 47
第四节 游客忠诚度 ··············································································· 52
第三章 文献述评·················································································55
第一节 旅游目的地文化营销的国内外研究进展 ··········································· 57
第二节 旅游目的地品牌资产的国内外研究进展 ··········································· 60
第三节 地方依恋的国内外研究进展 ·························································· 63
第四节 游客忠诚度的国内外研究进展 ······················································· 67
第四章 研究模型与假设 ·······································································69
第一节 研究模型 ·················································································· 71
第二节 研究假设 ·················································································· 72
第五章 研究设计·················································································79
第一节 各变量概念的界定 ······································································ 81
第二节 调查问卷的设计与构成 ································································ 83
第三节 调查对象与数据来源 ··································································· 85
第六章 实证分析·················································································87
第一节 研究对象样本特征 ······································································ 89
第二节 因子分析及信赖度检验 ································································ 93
第三节 研究假设的验证 ········································································· 98
第四节 验证结果 ·················································································109
第七章 研究结论··············································································· 113
第一节 研究结果解释 ···········································································115
第二节 研究启示 ·················································································117
第三节 研究的局限性及未来研究方向 ······················································121
第八章 专题研究··············································································· 125
第一节 地格理论视角下的旅游目的地品牌塑造研究
——以“行走河南·读懂中国”为例 ·············································127
第二节 黄河流域旅游目的地文化营销路径研究
——以河南段为例 ·····································································145
调查问卷··························································································· 163
参考文献··························································································· 169
后 记······························································································ 191
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