基于旅游者视角的国家品牌权益测量模型研究

在经济全球化的背景下,国家与国家间的激烈竞争引发了国家品牌构建的问题。国家品牌化的核心就是创建和提升国家品牌权益。目前学者对于国家品牌权益的研究多集中于有形产品,且相关的实证研究较少。旅游作为构建国家品牌效果最明显的一个要素,目前尚没有学者从国家作为旅游目的地的角度研究国家品牌权益。在中国文化背景下,首次以旅游目的地的视角研究国家品牌权益,探讨基于旅游者视角的国家品牌权益的内涵,并构建基于旅游者视角的国家品牌权益结构模型,最后通过实证研究对该理论模型进行检验。

A Study of Tourist based Country Brand Equity Measurement Model

In the background of economic globalization, the fierce competition among countrxes causes great attention of country branding. The core of country branding is to create and enhance country brand equity. Currently,most studies about country brand equity focus on tangible products and empirical studies are lacking. Tourism is the most effective factor in building country brand. However, there is no study about country brand equity from the aspect of country as a tourism destination so far. In the context of Chinese culture, this paper firstly studies the country brand equity from the perspective of tourism destination. The paper also explores the connotation of tourist-based country brand equity and develops a measurement model of tourist-based country brand equity which is empirically validated at last.