theme park外文翻译资料

  • 格式:pdf
  • 大小:658.58 KB
  • 文档页数:18
西安建筑科技大学
毕业设计(论文)外文资料翻译
院(系):
管理学院
专 业:
文化产业管理
姓 名:
杨晓桐
学 号:
120450125
外文出处: Journal of Zhouyi Research
(用外文写)
Volume: 14 Iss2.外文原文
完成日期:
2016 年 4 月 25 日
西安建筑科技大学学位论文外文资料翻译
Research on the effect of brand loyalty model of theme park customer experience
Shuye Chang,Jianyong Shi School of Management,Shanghai University of Engineering Science,Shanghai,China Abstract In a Jiangsu theme park as a case to study,explore the influencing mechanism of customer experience on theme park brand loyalty , fully answer two questions:one is how to affect the various dimensions of customer experience theme park brand loyalty,two what is the relation between the various dimensions of theme park brand loyalty.This study makes up the lack of empirical shortcomings on the theme park brand loyalty , to provide support and management implications for the theme park to enhance brand loyalty. Keywords Theme park,Experience,brand loyalty Theme park originated from the economically developed America ; Disney born in California in July,1955 is considered to be the world’s first theme park in the true sense.Since the first theme park called Shenzhen ”Splendid China”opening in September, 1989,theme park like bamboo shoots after a spring rain in China. Facing the fierce competition after the rapid development of the theme park the brand loyalty building for the theme park business development is very important . Scholars study the influence of brand loyalty from different angle,Wen Tao (2009),LiuZhan Wei(2007),and other scholars suppose that the factors of brand loyalty trading can be divided into three factors:cognitive factor,the relationship between emotional factors and behavior situation. Shimp (1997)argues that brand loyalty also can be affected by advertising. which strengthens the brand related associations and attitude in addition to the factors such as product,price,channel,promotion effect.This paper conducted a study on the affected models of customer experience on brand loyalty,regarding a theme park in Jiangsu as an example . The theoretical significance of this study lies in : using the quantitative analysis model of theme park brand loyalty to reveal the influence mechanism of theme park brand loyalty . The practical significance of this study is to propose suggestions about how to cultivate the brand loyalty of tourists.
customer experience for theme park brand loyalty research model (chart1) . The customer experience particularly represents customer experience of theme park,brand loyalty means customer brand loyalty of the theme park.
1
西安建筑科技大学学位论文外文资料翻译
Research model and hypotheses
1.Research model On the basis of literature research and exploratory research , this paper presents the
d.Perceived value.Mcdougall (2000) verified the relationship between perceived value, satisfaction,loyalty by using the structural equation mode1.Customer loyalty is applied to the theme park brand loyalty,which can better retain customers tourist again and provide guidance suggestions.
c.Emotional experience.Emotional experience is subjective feeling and perception.Positive emotional experience has an important influence in bran d satisfaction, brand emotion promotion of theme park and strengthen the customer and theme park brand loyalty.
Perceived value
Perceived experience
Brand emotion
Brand loyalty
Emotional experience
Brand satisfaction
Figure1 Study on the model of the theme park brand loyalty of customer experience Table 1 Test of customer experience KMO and Bartlett
2
西安建筑科技大学学位论文外文资料翻译
b.Perception experience.Westbrook (1999)think that perception is a concept of psychology,and refers to the overall perception of customer in the theme park based on quality factor environmental factor,service factor,culture factor etc.
Sampling enough degree of Kaiser-Meyer-Olkin metric.
Bartlett’s sphericity test
Chi squared approximation
df
Sig.
.899 1184.925 15 .000
2.Hypotheses
According to the above model,this paper made the following assumptions: H1:Perceived experience has a direct positive impact on perceived value H2:Emotional experience has a direct positive impact on perceived value. H3:Perceived experience has a direct positive impact on brand satisfaction. H4:Emotional experience has a direct positive impact on brand satisfaction. H5:Perceived experience has a direct positive impact on brand emotion. H6:Emotional experience has a direct positive impact on brand emotion. H7:Perception and experience of emotion experience has a direct positive influence. H8:Perceived value has positive influence on brand satisfaction. H9:Perceived value has positive influence on brand loyalty. H10:Brand satisfaction has positive influence on brand emotion. H11:Brand satisfaction has positive influence on brand loyalty. H12:Brand emotion has a positive effect on brand loyalty. a.Customer experience.The father of experiential marketing,Schmit (1999)absorbed some important achievements of neural biology and psychology which divides experience into five different types: activity experience,relatively experience,speculative experience emotion experience and sensitivity experience.