旅游目的地品牌体验对游客行为意向影响研究-企业管理专业毕业论文.docxVIP

内蒙古大学硕士研究生学位论文TOURJST 内蒙古大学硕士研究生学位论文 TOURJST DESTINATION BRAND EXPE对ENCE RESEARCH ON TOURIST BEHAVIOR n叮TENTION AB STRACT Along wim me iIlcreasillg competition between me to谢st destiIlation，Tb eI血ance the conlpetitiveness of tourist destiIlation，it is necessa巧for me destillation brand．Brand experience is the basis of tourists to establish relationsllip wiⅡl bmd， merefore，IImagers to system design，bmd e)【perience is necessa巧to help me st砒 of brand relationship，aIld then丹liC【e the behavior of me tourists． This paper comprehensive stIldy toudst destiIlation brand experience，也e tourist behavior intention，tlle relationsllip between b啪d．Firstly，me tourist destillation bralld experience，bmd relationsllip，tourists behavioral i11tention of literature as a conlb；Secondly仃om literature reviews，expen interviewresearch desi朗and v撕able measureInem．And iIl仔ont of tlle questioIlllaire，the questioIlnaire a pretest， then，for tlle recycliIlg questionnaire to o玛aIlize me data．W-e build tlle study Inodel of t11e papers Based on me factor analysis，a11d use SPSS 1 9，AMOS2 1 verification model，aIld缸胁er challges；Ag血，we get resuhs孤d o佰玎a pr叩osal based on me results． The results of t11e study to veri母the efrectiveness of the proposed rese踟旧h hypotlleses，basicany the conclusion as f．ollows：sensory aJld emotional experience has a positive e任．ect on close：SensoryemOtional aJld operation experience has a positive efjc．ect on attachrnent．On me impact of br砌：ld experience on touljsts behavior 锄ong t11em，have sigIlificaIlt positive i11fluence on senso巧experiences；Emotional experience aIld experience have i11direct e丘-ects on its：Close and attacllIllent to to嘶sts bellavioral intention have si霉皿ific砌1t positive ef!EIects：Part of t11e brand experience dimension mrough brand relationship a日’ect t0嘶sts behavior血eref．ore， the b啪d relationsllip in W11ich t11e iIlnuence of me maior role． KE¨7l，oRDS：To砸sm destiIlation；B啪d eXpefience；B啪d relationship；To皿st behavior 万方数据 内蒙古大学硕士研究生学位论文目录 内蒙古大学硕士研究生学位论文 目录 一绪论