包邮旅游目的地文化营销对品牌资产、地方依恋以及游客忠诚度的影响

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