本校學位論文庫
CITYU Theses & Dissertations
論文詳情
郑晶晶
周家賢
國際旅遊與管理學院
國際旅遊管理博士學位課程(英文學制)
博士
2021
影響中國主題樂園遊客的品牌激勵因素研究 : 以長隆和方特為例
A Research on Brand Stimuli Influencing Theme Park Tourists in China : The Cases of Chimelong and Fantawild
中國主題樂園 ; 品牌激勵因素 ; 品牌意識 ; 品牌能力 ; 品牌創新性 ; 品牌可信度 ; 品牌共鳴 ; 品牌延伸性難
Chinese Theme Park ; Brand Stimuli ; Brand Awareness ; Brand Competence ; Brand Innovativeness ; Brand Credibility ; Brand Resonance ; Brand Extensibility
公開日期：8/7/2025
品牌這一概念在現代社會被消費者廣泛認知，並對他們的消費理念產生了深刻的影響，品牌的相關研究在消費者研究中發揮著重要作用。 作為市場營銷領域的一部分，旅遊業集提供服務和推廣產品於一體。 品牌相關因素在旅遊業中的進一步應用和影響，值得探討。 隨著中國國民經濟的穩步發展，人們對商品的需求迅速升級，遊客對提供旅遊服務/產品的企業或組織的要求也在不斷提高。 本研究通過介紹中國主題公園品牌的發展和困境，探討通過品牌管理刺激中國主題公園遊客消費的方法。 在回顧了以往的文獻之後，本研究主要從遊客的角度對中國主題公園品牌相關的品牌刺激因素的影響進行探索和深入探討。 在具有一定研究基礎的刺激-有機體-反應（S-O-R）理論和凱勒的品牌資產金字塔模型的基礎上，構建了一個包含品牌意識（BA）、品牌能力（BC）、 品牌創新性（BI）、品牌可信度（BCe）、品牌共鳴（BR）和品牌延伸性（BX）六個變數的理論框架，並制定了採用的測量量表和證明因果關係的 12個假設。 為了檢驗模型的適用性，我們從中國的主題公園品牌中選取了長隆和方特歡樂世界兩個知名品牌（在此研究中暫不包含香港、澳門特別行政區和臺灣地區的主題樂園品牌），根據行業年報，上述兩個品牌的主題公園都位列世界前列。 通過問卷調查，對五年內去過這兩個品牌的主題公園的遊客進行了抽樣調查，分別收集到256個、267個有效數據，並採用SPSS和PLS-SEM對數據進行分析， 得到的結果是12個假設結果顯示為成立。
根據研究結果，凱勒所提出品牌資產金字塔的四階段概念在本文的兩項個案中得到了很好的驗證。 從獲得遊客對品牌的認知、能力的判斷、可信度的建立以及實現品牌共鳴或影響遊客對品牌延伸性的支援程度來看，這些變數表現出顯著的相互關係。 此外，通過建立品牌創新力和品牌可信度的關係假設及完成相關性檢驗，闡明瞭顧客對中國主題公園品牌延伸性態度的影響。 此外，本研究也進一步證明瞭中介效應的實現支援了品牌可信度對中國遊客的重要性，並證明瞭品牌意識通過採用品牌可信度的影響對顧客有更大的影響。
雖然凱勒的理論在主題公園研究中已經相對完善。 的理論在主題公園研究中相對成熟，但涉及系統和全面地應用所有四個階段來研究中國國內的主題公園品牌的研究中仍然存在空白。 再次，在後疫情時代的主題公園品牌建設中，對品牌創新性/能力的需求大大增加，但筆者也發現對創新技術的有效整合促進主題公園品牌的共鳴和擴展性的討論仍然很少。 此外，本文在線抽樣方法、研究物件、人口調查的推導等方面的局限性依然存在。 在未來的研究中，品牌文化象徵、品牌感知價值和品牌體驗等概念在中國主題公園品牌研究中的運用有待進一步挖掘探索。
根據研究結果，凱勒所提出品牌資產金字塔的四階段概念在本文的兩項個案中得到了很好的驗證。 從獲得遊客對品牌的認知、能力的判斷、可信度的建立以及實現品牌共鳴或影響遊客對品牌延伸性的支援程度來看，這些變數表現出顯著的相互關係。 此外，通過建立品牌創新力和品牌可信度的關係假設及完成相關性檢驗，闡明瞭顧客對中國主題公園品牌延伸性態度的影響。 此外，本研究也進一步證明瞭中介效應的實現支援了品牌可信度對中國遊客的重要性，並證明瞭品牌意識通過採用品牌可信度的影響對顧客有更大的影響。
雖然凱勒的理論在主題公園研究中已經相對完善。 的理論在主題公園研究中相對成熟，但涉及系統和全面地應用所有四個階段來研究中國國內的主題公園品牌的研究中仍然存在空白。 再次，在後疫情時代的主題公園品牌建設中，對品牌創新性/能力的需求大大增加，但筆者也發現對創新技術的有效整合促進主題公園品牌的共鳴和擴展性的討論仍然很少。 此外，本文在線抽樣方法、研究物件、人口調查的推導等方面的局限性依然存在。 在未來的研究中，品牌文化象徵、品牌感知價值和品牌體驗等概念在中國主題公園品牌研究中的運用有待進一步挖掘探索。
The concept of branding is widely accepted by consumers in modern society and has a profound impact on their consumption philosophy, and research on branding plays an important role in the study of consumers. As part of the marketing sector, the tourism industry integrates the provision of services and promotion of products. Further application and the influence of brand-related factors in the tourism industry are worth exploring. With the steady development of China’s national economy, the demand for commodities is upgrading rapidly, and so are the tourists’ requirements on corporations or organizations that provide tourism services/products.
By presenting the development and predicaments of Chinese theme park brands in the research background, the approaches for stimulating Chinese theme park tourists’ consumption through branding management are oriented in this research. After reviewing previous literature, the present research mainly focuses on the exploration and in-depth discussion of the influence of brand stimuli related to Chinese theme park brands from the perspective of tourists. Based on the widely accepted theories of stimulus-organism-response (S-O-R) and Keller's brand equity pyramid model, a theoretical framework with six variables, brand awareness (BA), brand competence (BC), brand innovativeness (BI), brand credibility (BCe), brand resonance (BR) and brand extensibility (BEx), was constructed, as well as developing employed measurement scales and 12 hypotheses demonstrating causal relationships. To test the applicability of the model, two well-known Chinese theme park brands, Chimelong and Fantawild, were selected from the theme park brands in mainland China (brands of Hong Kong, Macau SARs and Taiwan region will be excluded in this research), since both ranked among the world's top theme parks based on the industry annual reports. A sample of visitors who had visited the theme parks of the two brands within five years was surveyed through questionnaires, and 256, 267 valid data were collected respectively, and the data were analyzed using SPSS and PLS-SEM, and the results were obtained with all 12 hypotheses being supported.
According to the results, the four-stage concept proposed by Keller in the brand equity pyramid was found that well verified in the two studies in this paper. Starting from obtaining visitors' perception of brand awareness, the judgment of competence, and the establishment of credibility as well as achieving brand resonance or influencing the degree of visitors' support for brand extensibility, these variables showed significant interrelationships. In addition, the correlation test of brand innovativeness and brand credibility is an attempt to clarify the influence of the former on the attitude towards brand extensibility of Chinese theme parks through the establishment of this hypothesis. It is clearly proved the realization of the mediating effects supports the importance of credibility to Chinese tourists, and that brand awareness has a greater impact on customers by employing the effect of brand credibility.
Considering the contributions of this paper, although Keller's theory is relatively well-established in theme park research, there is a gap in investigating domestic Chinese theme park brands by a systematic and comprehensive application of all four stages. Once again, the demand for innovation has greatly increased in the post-epidemic era of theme park branding, but discussions of the effective integration of innovative technologies for theme park brand resonance and extensibility remain rare. Inevitably, the limitations of the online sampling method, research targets, and derivations of demographic surveys remain. In future research, the employment of concepts like brand cultural symbolism, perceived brand value, and brand experience for Chinese theme park branding research awaits further study.
By presenting the development and predicaments of Chinese theme park brands in the research background, the approaches for stimulating Chinese theme park tourists’ consumption through branding management are oriented in this research. After reviewing previous literature, the present research mainly focuses on the exploration and in-depth discussion of the influence of brand stimuli related to Chinese theme park brands from the perspective of tourists. Based on the widely accepted theories of stimulus-organism-response (S-O-R) and Keller's brand equity pyramid model, a theoretical framework with six variables, brand awareness (BA), brand competence (BC), brand innovativeness (BI), brand credibility (BCe), brand resonance (BR) and brand extensibility (BEx), was constructed, as well as developing employed measurement scales and 12 hypotheses demonstrating causal relationships. To test the applicability of the model, two well-known Chinese theme park brands, Chimelong and Fantawild, were selected from the theme park brands in mainland China (brands of Hong Kong, Macau SARs and Taiwan region will be excluded in this research), since both ranked among the world's top theme parks based on the industry annual reports. A sample of visitors who had visited the theme parks of the two brands within five years was surveyed through questionnaires, and 256, 267 valid data were collected respectively, and the data were analyzed using SPSS and PLS-SEM, and the results were obtained with all 12 hypotheses being supported.
According to the results, the four-stage concept proposed by Keller in the brand equity pyramid was found that well verified in the two studies in this paper. Starting from obtaining visitors' perception of brand awareness, the judgment of competence, and the establishment of credibility as well as achieving brand resonance or influencing the degree of visitors' support for brand extensibility, these variables showed significant interrelationships. In addition, the correlation test of brand innovativeness and brand credibility is an attempt to clarify the influence of the former on the attitude towards brand extensibility of Chinese theme parks through the establishment of this hypothesis. It is clearly proved the realization of the mediating effects supports the importance of credibility to Chinese tourists, and that brand awareness has a greater impact on customers by employing the effect of brand credibility.
Considering the contributions of this paper, although Keller's theory is relatively well-established in theme park research, there is a gap in investigating domestic Chinese theme park brands by a systematic and comprehensive application of all four stages. Once again, the demand for innovation has greatly increased in the post-epidemic era of theme park branding, but discussions of the effective integration of innovative technologies for theme park brand resonance and extensibility remain rare. Inevitably, the limitations of the online sampling method, research targets, and derivations of demographic surveys remain. In future research, the employment of concepts like brand cultural symbolism, perceived brand value, and brand experience for Chinese theme park branding research awaits further study.
2022
英文
337
ACKNOWLEDGEMENT I
ABSTRACT III
LIST OF FIGURES IX
LIST OF TABLES X
CHAPTER ONE: INTRODUCTION 1
1.1 RESEARCH BACKGROUND 5
1.1.1 The upgradation of cultural tourism consumption and the theme park industry 5
1.1.2 Current situation of theme park industry in China 6
1.1.3 Predicaments and challenges 9
1.1.3.1 Post-pandemic era: the significance of innovation 11
1.1.3.2 The difficulty of stimulating resonance in visitors 12
1.1.3.3 Dilemma of product extension 17
1.2 RESEARCH GAPS AND PROBLEM STATEMENT 21
1.3 RESEARCH QUESTIONS AND OBJECTIVES OF THE RESEARCH 25
1.4 SIGNIFICANCE OF THE STUDY 26
1.4.1 Theoretical contribution 26
1.4.2 Practical contribution 28
1.5 DEFINITIONS OF KEY TERMS 30
CHAPTER TWO LITERATURE REVIEW 32
2.1 RESEARCH ON THEME PARK 32
2.2 THEORIES OF BRANDING AND BRAND STIMULI 60
2.2.1 Brand Awareness (BA) 70
2.2.2 Brand Competence (BC) 76
2.2.3 Brand Innovation (BI) 84
2.2.4 Brand Credibility (BCe) 89
2.2.5 Brand Resonance (BR) 94
2.2.6 Brand Extensibility (BEx) 99
CHAPTER THREE DEVELOPMENT OF CONCEPTUAL FRAMEWORK 105
3.1 S-O-R FRAMEWORK 105
3.2 CONCEPTUAL MODEL 107
3.2.1 The relationship between Brand Awareness (BA) and Brand Competence (BC) 110
3.2.2 The relationship between Brand Competence (BC) and Brand Credibility (BCe) 112
3.2.3 The relationship between Brand Credibility (BCe) and Brand Resonance (BR) 113
3.2.4 The relationship between Brand Innovativeness (BI) and Brand Credibility (BCe) 115
3.2.5 The relationship between Brand Credibility (BCe) and Brand Extensibility (BEx) 118
3.2.6 Mediating effects 120
3.3 PROPOSED CONCEPTUAL FRAMEWORK OF THIS RESEARCH 124
CHAPTER FOUR RESEARCH METHODOLOGY 126
4.1 RATIONALE OF THE STUDY 127
4.2 DEVELOPMENT OF THE QUESTIONNAIRES 128
4.2.1 Survey setting, targets, and participants 128
4.2.2 Data Collection Design 132
4.2.3 Instrument development 133
4.3 PILOT TEST 138
4.3.1 Reliability and validity results 139
4.4 DATA COLLECTION 142
4.4.1 Target population 142
4.4.2 Sampling 142
4.3.3 Data Analysis Method 143
CHAPTER FIVE RESULTS AND FINDINGS 145
5.1 STUDY ONE: CHIMELONG 145
5.1.1 Demographic analysis 145
5.1.2 Data screening 147
5.1.3 Normality Test 148
5.1.4.2 Model Fit 152
5.1.5 The Structural Model 153
5.1.5.1 Coefficient of determination (R2). 153
5.1.5.2 Path Coefficients 153
5.1.6 The Mediating Effects 155
5.2 STUDY TWO: FANTAWILD 157
5.2.1 Demographic Analysis 157
5.2.2 Normality Test 159
5.2.3 Test of the Measurement Model 161
5.2.3.1 Reliability and validity 161
5.2.3.2 Model Fit 163
5.2.4 The Structural Model 163
5.2.4.1 Coefficient of determination (R2) 163
5.2.4.2 Path Coefficients 163
5.2.4.3 The Mediation Analysis 165
CHAPTER SIX DISCUSSION 167
6.1 REVIEW OF RESEARCH PROCESS AND RESULTS 167
6.2 THE ADAPTATION AND MODIFICATION OF THE KELLER’S BRAND PYRAMID IN THE THEME PARK INDUSTRY 171
6.3 THE APPLICATION OF BRAND INNOVATIVENESS AND BRAND EXTENSIBILITY 177
6.4 BRAND STIMULI AND THE SIGNIFICANCES OF DEMO-GRAPHIC RESULTS 181
CHAPTER SEVEN CONCLUSION AND LIMITATIONS 185
7.1 CONCLUSION OF THE PRESENT RESEARCH 185
7.2 LIMITATIONS AND FUTURE IMPLICATIONS 188
REFERENCES 193
CURRICULUM VITAE 319
APPENDICES 321
ABSTRACT III
LIST OF FIGURES IX
LIST OF TABLES X
CHAPTER ONE: INTRODUCTION 1
1.1 RESEARCH BACKGROUND 5
1.1.1 The upgradation of cultural tourism consumption and the theme park industry 5
1.1.2 Current situation of theme park industry in China 6
1.1.3 Predicaments and challenges 9
1.1.3.1 Post-pandemic era: the significance of innovation 11
1.1.3.2 The difficulty of stimulating resonance in visitors 12
1.1.3.3 Dilemma of product extension 17
1.2 RESEARCH GAPS AND PROBLEM STATEMENT 21
1.3 RESEARCH QUESTIONS AND OBJECTIVES OF THE RESEARCH 25
1.4 SIGNIFICANCE OF THE STUDY 26
1.4.1 Theoretical contribution 26
1.4.2 Practical contribution 28
1.5 DEFINITIONS OF KEY TERMS 30
CHAPTER TWO LITERATURE REVIEW 32
2.1 RESEARCH ON THEME PARK 32
2.2 THEORIES OF BRANDING AND BRAND STIMULI 60
2.2.1 Brand Awareness (BA) 70
2.2.2 Brand Competence (BC) 76
2.2.3 Brand Innovation (BI) 84
2.2.4 Brand Credibility (BCe) 89
2.2.5 Brand Resonance (BR) 94
2.2.6 Brand Extensibility (BEx) 99
CHAPTER THREE DEVELOPMENT OF CONCEPTUAL FRAMEWORK 105
3.1 S-O-R FRAMEWORK 105
3.2 CONCEPTUAL MODEL 107
3.2.1 The relationship between Brand Awareness (BA) and Brand Competence (BC) 110
3.2.2 The relationship between Brand Competence (BC) and Brand Credibility (BCe) 112
3.2.3 The relationship between Brand Credibility (BCe) and Brand Resonance (BR) 113
3.2.4 The relationship between Brand Innovativeness (BI) and Brand Credibility (BCe) 115
3.2.5 The relationship between Brand Credibility (BCe) and Brand Extensibility (BEx) 118
3.2.6 Mediating effects 120
3.3 PROPOSED CONCEPTUAL FRAMEWORK OF THIS RESEARCH 124
CHAPTER FOUR RESEARCH METHODOLOGY 126
4.1 RATIONALE OF THE STUDY 127
4.2 DEVELOPMENT OF THE QUESTIONNAIRES 128
4.2.1 Survey setting, targets, and participants 128
4.2.2 Data Collection Design 132
4.2.3 Instrument development 133
4.3 PILOT TEST 138
4.3.1 Reliability and validity results 139
4.4 DATA COLLECTION 142
4.4.1 Target population 142
4.4.2 Sampling 142
4.3.3 Data Analysis Method 143
CHAPTER FIVE RESULTS AND FINDINGS 145
5.1 STUDY ONE: CHIMELONG 145
5.1.1 Demographic analysis 145
5.1.2 Data screening 147
5.1.3 Normality Test 148
5.1.4.2 Model Fit 152
5.1.5 The Structural Model 153
5.1.5.1 Coefficient of determination (R2). 153
5.1.5.2 Path Coefficients 153
5.1.6 The Mediating Effects 155
5.2 STUDY TWO: FANTAWILD 157
5.2.1 Demographic Analysis 157
5.2.2 Normality Test 159
5.2.3 Test of the Measurement Model 161
5.2.3.1 Reliability and validity 161
5.2.3.2 Model Fit 163
5.2.4 The Structural Model 163
5.2.4.1 Coefficient of determination (R2) 163
5.2.4.2 Path Coefficients 163
5.2.4.3 The Mediation Analysis 165
CHAPTER SIX DISCUSSION 167
6.1 REVIEW OF RESEARCH PROCESS AND RESULTS 167
6.2 THE ADAPTATION AND MODIFICATION OF THE KELLER’S BRAND PYRAMID IN THE THEME PARK INDUSTRY 171
6.3 THE APPLICATION OF BRAND INNOVATIVENESS AND BRAND EXTENSIBILITY 177
6.4 BRAND STIMULI AND THE SIGNIFICANCES OF DEMO-GRAPHIC RESULTS 181
CHAPTER SEVEN CONCLUSION AND LIMITATIONS 185
7.1 CONCLUSION OF THE PRESENT RESEARCH 185
7.2 LIMITATIONS AND FUTURE IMPLICATIONS 188
REFERENCES 193
CURRICULUM VITAE 319
APPENDICES 321
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