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近年来,随着国家地质公园的建设在我国迅猛发展,国家地质公园泛化现象逐步显现,该缺陷直接导致了国家地质公园形象模糊,缺乏品牌个性等问题。就该缺陷,本文在个性心理学与品牌个性理论基础上,通过自主量表开发,构建并检验了国家地质公园的品牌个性,结果显示:国家地质公园品牌个性存在三个基本维度(科学性、景观性和吸引力);三个品牌个性维度中“吸引力”居于第一位(路径系数为0.94),其次是“科学性”(路径系数为0.77),第三是“景观性”(路径系数为0.72)。该研究结论在一定程度上弥补了国家地质公园品牌个性研究的空缺,对国家地质公园后续建设与发展具有一定参照意义。
In recent years, with the rapid development of the construction of National Geopark in our country, the phenomenon of generalization of National Geopark gradually appears. This defect has directly led to the image of National Geopark being blurred and lack of brand personality. On the basis of personality psychology and brand personality theory, this paper develops, constructs and tests the brand personality of National Geopark through the independent scale. The results show that there are three basic dimensions of the national geopark brand personality (scientific, Landscape and attraction). Among the three brand personality dimensions, “attractiveness” ranks first (with a path coefficient of 0.94), followed by “scientific” (with a path coefficient of 0.77) and thirdly “ Landscape ”(path coefficient of 0.72). The conclusions of this study make up for some extent the vacancy of the research on the brand personality of the National Geopark and have certain reference significance for the follow-up construction and development of the National Geopark.