CAJ | 학술논문

主题公园作为重要的旅游业态,竞争日趋激烈.行业竞争水平和消费者成熟度的提高,使得市场竞争优势由规模扩张、产品革新转向品牌差异化.旅游目的地的品牌识别和品牌个性是旅游研究关注的焦点之一.作为品牌差异化主要构件的品牌个性决定市场地位.本文采用Aaker(1997)品牌个性量表的5个维度,运用内容分析法,根据主题行业协会排名在粤港澳地区抽取6个主题公园,研究主题公园如何利用官方网站进行品牌个性宣传.研究结果表明:在所有品牌个性维度中,出现频率最高的是刺激和纯真,其次是高雅和能力,粗犷出现频率较低;香港迪斯尼乐园更加重视品牌个性的打造和传播.下一步研究应当结合消费者的感知和主题公园经营者的品牌个性定位进行对应性分析.
주제공완작위중요적여유업태,경쟁일추격렬.행업경쟁수평화소비자성숙도적제고,사득시장경쟁우세유규모확장、산품혁신전향품패차이화.여유목적지적품패식별화품패개성시여유연구관주적초점지일.작위품패차이화주요구건적품패개성결정시장지위.본문채용Aaker(1997)품패개성량표적5개유도,운용내용분석법,근거주제행업협회배명재월항오지구추취6개주제공완,연구주제공완여하이용관방망참진행품패개성선전.연구결과표명:재소유품패개성유도중,출현빈솔최고적시자격화순진,기차시고아화능력,조광출현빈솔교저;향항적사니악완경가중시품패개성적타조화전파.하일보연구응당결합소비자적감지화주제공완경영자적품패개성정위진행대응성분석.
In the highly competitive market of theme parks, the main objective of marketing practices is to differentiate the brand from their competitors. The use of new products and marketing skills no longer work. Brand personality can be used to build brands and craft a unique identity for theme parks. It is the overall personality other than insignificant differences among products of brand that determines brand market position. The purpose of this research is to investigate brand personality of chosen theme parks with Aaker's five dimensions of brand personality scale. The websites of 6 theme parks were analyzed by using Content Analysis Approach. The findings of the study indicate that among all brand personality dimensions, excitement and sincerity have the highest frequency, followed by sophistication and competence, and ruggedness the lowest frequency. The study also finds Disneyland Hong Kong focusing more on creating brand personality. Future researches should correspondently analyze customers' perception and theme parks' brand personality positioning.