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首页> 外文期刊>Annals of tourism research >How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment
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How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment

机译：品牌忠诚度如何与旅游目的地互动？探索品牌忠诚度对场所依恋的影响

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The research examines to what extent emotional place attachment is impacted by people's feelings towards international companies associated with the place, and what mechanism and conditions drive such effects. The research draws on the feelings-as-information perspective and empirically tests the relationships in three international multi-method studies. The results demonstrate that brand loyalty plays a key role in place affective image and emotional place attachment. The study theorizes and empirically shows the importance of affect, authenticity, and cultural distance in such relationships. Critically, it enriches understanding of brand-place relationships and identify key boundary conditions. Tourism marketers need to appropriately manage perceptions of local brands' authenticity and consider cultural distance when designing destination campaigns in their efforts to strengthen place attachment.
机译：该研究调查了人们对与该地点相关的国际公司的感情在多大程度上影响了情感场所的依恋，以及是什么机制和条件驱动了这种影响。该研究借鉴了“信息即感觉”的观点，并通过经验检验了三项国际多方法研究之间的关系。结果表明，品牌忠诚度在情感形象和情感依恋方面起着关键作用。该研究从理论上并通过经验证明了这种关系中情感，真实性和文化距离的重要性。至关重要的是，它丰富了对品牌与地方关系的理解，并确定了关键的边界条件。旅游营销人员在设计目的地营销活动时，需要适当地管理对当地品牌真实性的认识，并考虑文化距离，以加强对地方的依恋。

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