旅游目的地品牌延伸对游客行为意向的影响——以故宫博物馆为例
The Influence of Tourist Destination Brand Extension on Tourist Behavior Intention—Take the Palace Museum as an Example

本文以故宫博物馆为例，探讨了博物馆品牌延伸对游客行为意向的影响，并探讨了品牌形象的中介作用。以故宫博物院的文创、彩妆产品为例，以游览或计划游览故宫博物馆的游客为样本，收集有效问卷300份，使用结构方程模型对数据进行分析。研究结果显示：1) 总体来说，博物馆品牌延伸对品牌形象有正向影响。2) 博物馆品牌延伸中的感知质量、感知契合度对游客的行为意向具有显著的正向影响。产品制造难度对于游客行为意向的影响作用尚不明显，需要进一步研究。3) 品牌形象对游客行为意向具有显著正向影响。4) 博物馆品牌延伸中产品的“感知质量”和“感知契合度”不仅对游客行为意向具有直接的正向影响，而且通过品牌形象对游客行为意向具有间接影响，品牌形象在其中起到部分中介作用。在此基础上，对博物馆品牌延伸行为及延伸的“度”提出针对性建议。
Taking the Palace Museum as an example, this paper discusses the influence of Museum Brand Ex-tension on tourist behavior intention, and discusses the intermediary role of brand image. Taking the cultural and cosmetic products of the Palace Museum as an example, 300 valid questionnaires were collected from tourists visiting or planning to visit the Forbidden City Museum. The data were analyzed using structural equation model. The results show that: 1) generally speaking, brand extension has a positive impact on brand image. 2) The perceived quality and perceived fit of Museum brand extension have significant positive effects on tourist behavior intention. The effect of product manufacturing difficulty on tourist behavior intention is not obvious, which needs further study. 3) Brand image has a significant positive impact on tourist behavior intention. 4) The “perceived qual-ity” and “perceived fit” of Museum brand extension not only have a direct positive impact on tourist behavior intention, but also have an indirect impact on tourist behavior intention through brand image, in which brand image plays a part of intermediary role. On this basis, this paper puts forward some suggestions on brand extension behavior and extension degree of museum.