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红色文化旅游地品牌个性对游客地方依恋影响研究——以赵一曼系列为例

Study on the Influence of Brand Personality of Red Culture Tourism Sites on Tourists’ Local Attachment —A Case Study of Zhao Yiman’s Series

中国体育研究 / 2024,6(4)：576-595 / 2024-11-28 49 30

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• 作者： 候思盈      胡正燕      龚剑     
• 单位：

  成都外国语学院，宜宾

• 关键词： 赵一曼纪念馆；红色旅游；地方依恋
• Zhao Yiman Memorial Hall; Red tourism; Place attachment
• 摘要： 本研究通过有效筛选网络信息，构建了包含19个词汇的赵一曼红色旅游地品牌个性量表，以探究相关品牌个性。同时，建立了包括赵一曼红色旅游地品牌个性、自我一致性、游客满意度、地方依恋这四个变量的品牌个性对游客地方依恋影响的理论模型。设计了游客一致性、游客满意度、游客地方依恋三个量表，并结合国内外相关研究。在四川省宜宾市赵一曼纪念馆进行调查，采用里克特五级量表来测量游客对赵一曼红色旅游地品牌个性的感知、自我一致性、游客满意度与地方依恋的程度。研究运用探索性与验证性因子分析，构建结构方程模型，并对变量关系进行假设检验，通过多元逐步回归分析探讨赵一曼红色旅游地品牌个性对地方依恋的影响。研究结果显示：（1）赵一曼红色旅游地品牌个性包括革命精神、宜游两个维度；（2）赵一曼红色旅游地的品牌个性、自我一致性、游客满意度等维度对游客地方依恋具有显著正向影响。
• The study constructed the Zhao Yiman red tourism destination brand personality Scale, which includes 19 vocabulary words, by effectively screening online information to explore related brand personalities. At the same time, a theoretical model was established to investigate the impact of brand personality on tourists’ place attachment, including four variables: Zhao Yiman’s red tourism destination brand personality, self-consistency, tourist satisfaction, and place attachment. Designed three scales for tourist consistency, tourist satisfaction, and tourist place attachment, combined with domestic and foreign research. A survey was conducted at the Zhao Yiman Memorial Hall in Yibin City, Sichuan Province, using the Likert five-point scale to measure tourists’ perceptions of Zhao Yiman’s brand personality, self-consistency, tourist satisfaction, and local attachment to the red tourism destination. The study utilized exploratory and confirmatory factor analysis to construct a structural equation model and conducted hypothesis testing on variable relationships. Multiple stepwise regression analysis was used to explore the impact of Zhao Yiman’s red tourism destination brand personality on place attachment. The research results show that: (1) The brand personality of Zhao Yiman’s red tourism destination includes two dimensions: revolutionary spirit and suitability for tourism. (2) The brand personality, self-consistency, and tourist satisfaction dimensions of Zhao Yiman’s red tourism destination have a significant positive impact on tourists’ place attachment.
• DOI： https://doi.org/10.35534/scps.0604047
• 引用： 候思盈，胡正燕，龚剑．红色文化旅游地品牌个性对游客地方依恋影响研究——以赵一曼系列为例［J］．中国体育研究，2024，6（4）：576-595．