期刊论文

A Research of Brand Personality of Cultural Heritage Tourism Destination in the Case of the Three Lanes and Seven Alleys in Fuzhou

中文

中南林业科技大学学报(社会科学版)

1673-9272

2014

8

5

29-34

10.14067/j.cnki.1673-9272.2014.05.060

本校为其他机构

文化遗产指人类社会发展过程中所创造的一切精神财富、物质财富的总和,其具有的历史性、艺术性等特征成为文化旅游得以产生的主要动因。本文以文化遗产类旅游目的地—福州三坊七巷为例,采用问卷调查的方式,结合SPSS数据分析软件,并通过结构方程模型（SEM）的构建,对三坊七巷旅游目的地品牌个性进行研究。调查结果显示文化历史性、闲适性及愉悦的是属于三坊七巷三个主要的品牌个性维度。通过对旅游目的地品牌个性的研究,以便为三坊七巷及类似的目的地品牌定位、旅游产品升级、营销战略的制定等提供有益参考。

Cultural heritages involve the sum total of all spiritual and material wealth created in the process of human development, which fundamental characteristics, such as historical, artistic, are the primary reasons for cultural tourism emerging and the essential factors for the tourism destination continuous and healthy development as well. This paper conducts a survey of the Three Lanes and Seven Alleys in Fuzhou, which is a cultural heritage tourism destination, focusing on destination brand personality and combining SPSS and SEM. It can be concluded that cultural-historical, leisurely-comforta...