六盘水师范学院学报2024，Vol.36Issue(4)：34-50,17.DOI:10.16595/j.1671-055X.2024.04.004
健康旅游目的地品牌个性量表开发与检验实证研究
Brand Personality Scale Development and an Empirical Study of a Health Tourism Destination
摘要
Abstract
With the increasing public focus on physical and mental health and the quality of life,health tourism destinations are gradually gaining more favor from tourists.Previous research on health tourism destinations has been limited to qualitative analysis,and has not been able to quantitatively measure the traits of health tourism destinations.Therefore,by selecting online textual materials and semi-structured interviews to collect data,and through the three-level coding of grounded theory,four major categories of health tourism destination brand personality have been constructed:environment,body and mind,sociality and cul-ture.Yunnan province was selected as the data collection site,and following a rigorous scale development procedure,a brand per-sonality scale consisting of 4 dimensions and 23 items for health tourism destinations was developed.The scientific and effective nature of the scale was demonstrated through exploratory factor analysis,confirmatory factor analysis,and reliability and validity testing.It provides a reliable measurement tool for research on the brand personality of health tourism destinations and offers a ref-erence basis for brand establishment and management in health tourism destinations.关键词
健康旅游目的地/品牌个性/量表开发/云南Key words
Health tourism destination/Brand personality/Scale development/Yunnan分类
管理科学引用本文复制引用
郭弯弯,李雪松..健康旅游目的地品牌个性量表开发与检验实证研究[J].六盘水师范学院学报,2024,36(4):34-50,17.基金项目
国家社会科学基金项目"中国面向东南亚国家的旅游形象构建研究"(23BGL169) （23BGL169）
教育部人文社会科学研究项目"基于数据挖掘技术的旅游IP构建研究"(19XJA630002) （19XJA630002）
丽江文化旅游学院科研项目"智媒时代背景下'有一种叫云南的生活'品牌个性识别与精准传播研究"(2024xy08). （2024xy08）
