Using attribution theory to explain tourists' attachments to place-based brands

Ulrich R. Orth; Albert Stockl; Roberta Veale; Joelle Brouard; Alessio Cavicchi; Monica Faraoni; Mikel Larreina; Benoit Lecat; Janeen Olsen; Carmen Rodriguez-Santos; Cristina Santini; Damien Wilson

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Using attribution theory to explain tourists' attachments to place-based brands

机译：使用归因理论解释游客对地方品牌的依恋

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Assuming a holistic view of attribution, the paper presents hypotheses regarding the mediating role of brand related attributions in the relationships between tourists' experiences (pleasure, arousal, satisfaction) and their emotional attachments to place-based brands. Testing the hypotheses involves a sample of 3460 visitors to fifteen international regions and examining wine (e.g., regional umbrella brands such as Bordeaux, Rioja, Tuscany, Napa, and Western Hills) as the tested stimulus. Results suggest that brand related attributions fully mediate the influence of pleasure and satisfaction on brand attachments, whereas arousal has a direct effect; prior place attachment and place to brand associations enhance effects of the tourism experience.

机译：假设归因归因于整体，本文提出了关于品牌相关归因在游客体验（愉悦，唤醒，满意度）及其对场所品牌的情感依恋关系中的中介作用的假设。测试这些假设需要对来自15个国际地区的3460名游客进行抽样，并检查葡萄酒（例如波尔多，里奥哈，托斯卡纳，纳帕和西部山丘等区域性伞品牌）作为被测试的刺激因素。结果表明，与品牌相关的归因完全可以调节愉悦感和满意度对品牌依恋的影响，而唤醒则具有直接影响；先前对品牌协会的依恋和场所可增强旅游体验的效果。

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来源
《Journal of Business Research》 |2012年第9期|1321-1327|共7页
作者
Ulrich R. Orth; Albert Stockl; Roberta Veale; Joelle Brouard; Alessio Cavicchi; Monica Faraoni; Mikel Larreina; Benoit Lecat; Janeen Olsen; Carmen Rodriguez-Santos; Cristina Santini; Damien Wilson;
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作者单位

Christian-Albrechts-Universitat Kiel, Wilhelm-Seelig-Platz 6/7, 24098 Kiel, Germany;

Burgenland University, Austria;

University of Adelaide, Australia;

ESC Dijon, France;

University of Macerata, Italy;

University of Florence, Italy;

Deusto Business School, Bilbao, Spain;

ESC Dijon, France;

Sonoma State University, USA;

University of Leon, Spain;

University of Florence, Italy;

ESC Dijon, France;

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原文格式 PDF
正文语种 eng
中图分类
关键词
arousal; attachment; causal attribution; pleasure; tourism; wine;

机译：激起附件;因果归因;乐趣;旅游;葡萄酒;

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Using attribution theory to explain tourists' attachments to place-based brands

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