本研究结合前人研究成果引入地方依恋构建影响机制模型，探讨旅游目的地文化营销、品牌资产、地方游客忠诚度的影响机理关系，检验旅游目的地品牌资产在文化营销与游客忠诚度的中介效应，以期拓展游客视角下旅游目的地文化营销与品牌资产研究的新议题，深入探讨如何通过文化营销策略向游客传承当地特色的文化价值，帮助旅游目的地更有针对性地确立竞争定位、核心竞争力以及品牌文化。除此之外，考虑到旅游目的地文化营销存在区域差异，游客视角的旅游目的地品牌资产认知也存在一定差异。本研究也就北京与首尔的文化营销进行了比较，并分析了**间旅游目的地文化营销对品牌资产的影响差异。

8.目录 **章 绪 论····················································································· 1 **节 研究背景与研究目标 ·····································································3 第二节 研究内容与方法 ···········································································9 第二章 理论基础·················································································13 **节 旅游目的地文化营销 ·····································��····························· 15 第二节 旅游目的地品牌资产 ··································································· 31 第三节 地方依恋 ·················································································· 47 第四节 游客忠诚度 ··············································································· 52 第三章 文献述评·················································································55 **节 旅游目的地文化营销的国内外研究进展 ··········································· 57 第二节 旅游目的地品牌资产的国内外研究进展 ··········································· 60 第三节 地方依恋的国内外研究进展 ·························································· 63 第四节 游客忠诚度的国内外研究进展 ······················································· 67 第四章 研究模型与假设 ·······································································69 **节 研究模型 ·················································································· 71 第二节 研究假设 ·················································································· 72 第五章 研究设计·················································································79 **节 各变量概念的界定 ······································································ 81 第二节 调查问卷的设计与构成 ································································ 83 第三节 调查对象与数据来源 ··································································· 85 第六章 实证分析·················································································87 **节 研究对象样本特征 ······································································ 89 第二节 因子分析及信赖度检验 ································································ 93 第三节 研究假设的验证 ········································································· 98 第四节 验证结果 ·················································································109 第七章 研究结论··············································································· 113 **节 研究结果解释 ···········································································115 第二节 研究启示 ·················································································117 第三节 研究的局限性及未来研究方向 ······················································121 第八章 专题研究··············································································· 125 **节 地格理论视角下的旅游目的地品牌塑造研究 ——以“行走河南·读懂中国”为例 ·············································127 第二节 黄河流域旅游目的地文化营销路径研究 ——以河南段为例 ·····································································145 调查问卷··························································································· 163 参考文献··························································································· 169 后 记······························································································ 191