遗产旅游中的变革性品牌体验和基于消费者的品牌资产:真实性和动机的作用

IF 4.5 3区 管理学 Q1 BUSINESS
Effie Steriopoulos, John Hall, Leonie Lockstone-Binney, Marion Steel, Ho Yin Wong
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引用次数: 0

摘要

本研究探讨了消费者的遗产品牌体验,以及在变革性品牌体验(TBE)背景下从品牌认知到品牌忠诚的过程。研究采用了现象学方法,从游客动机、真实性、情感参与和品牌资产等方面探讨了变革性体验的意义。从一个遗产品牌的 46 名消费者那里获得的访谈数据,辅以照片、图像和参与者的日记,为 TBE 提供了宝贵的见解。研究结果表明,"传统教育 "的关键要素会影响消费者与遗产品牌的关系,并且 "传统教育 "会影响消费者的忠诚度。本研究提出了一个 "传统教育因素 "模型,用以解释消费者在参与遗产品牌的变革性体验时,从品牌认知到品牌忠诚的过程。通过探索旅游遗产体验中基于消费者的品牌资产,该模型有助于遗产品牌和旅游体验领域相关理论的发展。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Transformative brand experiences and consumer-based brand equity in heritage tourism: The role of authenticity and motives
This study explores the heritage brand experience of the consumer and the journey from brand knowledge to loyalty in the context of a transformative brand experience (TBE). A phenomenological approach was adopted to explore meanings of the transformative experience in respect of visitor motives, authenticity, emotional engagement, and brand equity. Interview data obtained from 46 consumers of a heritage brand are supported by photographs, images and participants’ journal writings that offer valuable insights into TBE. The findings revealed that key elements of TBE influence consumers’ relationship with the heritage brand, and that the TBE influences the pathway towards loyalty. This study proposes a TBE model that explains the consumer pathway from brand knowledge towards brand loyalty when consumers engage with heritage brands during transformative experiences. By exploring consumer-based brand equity in tourism heritage experiences, the model contributes to theory related to the domains of heritage branding and tourist experience.
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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