期刊论文

A Study on the Paths of“Commercialization”of Traditional Village Brands Under the Framework of S-O-R Theory:a Case Study of Zhangguying Village

中文

长沙大学学报

1008-4681

2023

37

3

43-51

10.3969/j.issn.1008-4681.2023.03.008

国家社会科学基金重大项目“南方少数民族手工艺资源体系与基因要素图谱研究”,编号:17ZDA166。

本校为第一机构

打造传统村落地方品牌并将其转化为实际效益,是实现乡村旅游活化的有效途径。基于S-O-R理论,构建研究理论框架,以湖南岳阳张谷英村为例,运用结构方程模型进行定量实证分析,结果表明:传统村落品牌“商品化”进程涵盖了品牌价值提...展开更多 打造传统村落地方品牌并将其转化为实际效益,是实现乡村旅游活化的有效途径。基于S-O-R理论,构建研究理论框架,以湖南岳阳张谷英村为例,运用结构方程模型进行定量实证分析,结果表明:传统村落品牌“商品化”进程涵盖了品牌价值提升、文化价值延伸、经济效益转化三部分;传统村落地方品牌建构对游客消费行为起间接影响作用,地方依恋是沟通地方品牌建构与游客消...

It is an effective way to realize the activation of rural tourism by creating local brands of traditional villages and transforming them into practical benefits.Based on S-O-R theory,taking Zhangguying Village as an example,the structural equation model is used for quan...MORE It is an effective way to realize the activation of rural tourism by creating local brands of traditional villages and transforming them into practical benefits.Based on S-O-R theory,taking Zhangguying Village as an example,the structural equation model is used for quanti...