【作者】 胡洪基； 郭英之； 甘柠瑜； 徐宁宁；

【Author】 HU Hongji;GUO Yingzhi;GAN Ningyu;XU Ningning;The University of Queensland Faculty of Economy and Business;Fudan UniversitySchool of Management;Taizhou UniversityBusiness School;Fudan University Department of Tourism;

【机构】 昆士兰大学经济商业和法学院； 复旦大学旅游学系； 台州学院商学院； 复旦大学管理学院；

【摘要】 旅游目的地品牌体验是主题公园提高自身竞争力的必然要求。研究以上海迪士尼为例,构建了主题公园品牌体验与其他因影响因素的理论假设模型,进行因子分析,验证模型,并发现品牌体验对感知价值和满意度有显著正向影响,感知价值对满意度有显著正向影响,满意度对行为意向有显著正向影响。提出主题公园应针对游客品牌体验精准施策。更多还原

【Abstract】 Tourist destination brand experience is an inevitable requirement for theme parks to improve their competitiveness. Taking Shanghai Disneyland as a case, this study constructed a theoretical hypothesis model of theme park brand experience and its influencing factors, and conducted factor analysis to verify the model, and found that brand experience has a significant positive impact on perceived value and satisfaction. Perceived value has a significant positive impact on satisfaction. Satisfaction has a significant positive effect on behavioral intention. This study believes that theme parks should take precise strategies for visitors’ brand experience.更多还原