CAJ | 학술논문

本文运用多案例扎根分析方法，通过收集与分析旅游目的地网上评论帖子，以品牌关系理论和目的地营销理论为依据，基于驱动因素、关系质量维度、关系影响3个维度构建了旅游者-目的地品牌关系概念模型。研究发现：消费情境、目的地认知形象、目的地个性和旅游者感知价值是旅游者-目的地品牌关系形成的驱动因素；旅游者-目的地品牌关系质量涵盖了旅游者满意和目的地依恋两个维度；旅游者-目的地品牌关系对旅游者行为的影响主要表现在目的地态度忠诚上。在此基础上，本文提出了目的地品牌建设的相关策略建议。
본문운용다안례찰근분석방법，통과수집여분석여유목적지망상평론첩자，이품패관계이론화목적지영소이론위의거，기우구동인소、관계질량유도、관계영향3개유도구건료여유자-목적지품패관계개념모형。연구발현：소비정경、목적지인지형상、목적지개성화여유자감지개치시여유자-목적지품패관계형성적구동인소；여유자-목적지품패관계질량함개료여유자만의화목적지의련량개유도；여유자-목적지품패관계대여유자행위적영향주요표현재목적지태도충성상。재차기출상，본문제출료목적지품패건설적상관책략건의。
Based on theories of consumer-brand relationships and tourism destination marketing, this study developed a conceptual model of tourist-destination brand relationship through collecting and analyzing tourists＇ online comments by grounded theory approach. The conceptual model includes three dimensions, that is, driving factors, quality dimensions and influence of tourist-destination brand relationship. The findings reveal that the formation of tourist-destination brand relationship is driven by situational factors, destination cognitive image, destination personality and tourist perceived value. Quality of the relationship can be indicated by tourist satisfaction and destination attachment. Behavioral loyalty is the final influence of tourist-destination brand relationship on tourist behavior. Based on the above results, some suggestions are put forward to further the practice of destination brand management.