| 休闲农业品牌形象结构模型与实证研究 |
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| 引用本文： | 张桂华. 休闲农业品牌形象结构模型与实证研究[J]. 湖南师范大学自然科学学报, 2012, 35(3): 89-94 |
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| 作者姓名： | 张桂华 |
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| 作者单位： | 湖南大学经济与贸易学院,中国长沙410079;湖南工学院经济管理学院,中国衡阳421002 |
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| 基金项目： | 湖南省情与决策咨询研究基金资助项目，湖南省教育厅科学研究基金资助项目 |
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| 摘 要： | 为了分析休闲农业品牌形象的不同层级及其影响程度,进一步推动休闲农业的发展,构建了休闲农业品牌形象结构模型,并通过问卷调查、信度检验、效度检验和验证性因子分析对模型进行了验证.结果表明,休闲农业的品牌形象可划分为4个构成维度和17项影响因子,其中,区域维度是最重要的构成维度,人文垄断资源、农业自然景观和体验参与功能等是关键的影响因子.
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| 关 键 词： | 休闲农业 品牌形象结构 模型 构成维度 影响因子 |
A Model of Recreational Agriculture Brand Image Structure and Its Empirical Study |
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| ZHANG Gui-hua. A Model of Recreational Agriculture Brand Image Structure and Its Empirical Study[J]. Journal of Natural Science of Hunan Normal University, 2012, 35(3): 89-94 |
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| Authors: | ZHANG Gui-hua |
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| Affiliation: | ZHANG Gui-hua1,2(1.School of Economy and Trade,Hunan University,Changsha 410079,China; 2.Department of Economic Management,Hunan Institute of Technology,Hengyang 421002,China) |
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| Abstract: | To analyze the different levels and their influence degree about recreational agriculture brand image,and further promote the development of recreational agriculture,a model of recreational agriculture brand image structure was established,and was verified by questionnaire investigation,reliability and validity examination,confirmatory factor analysis.The results show that the brand image of recreational agriculture can be divided into four dimensions and seventeen factors,of which area dimension is most important,and monopoly humane resources,natural landscape of agriculture,the function about experience and participation are key impact factors. |
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| Keywords: | recreational agriculture brand image structure model dimensions factors |
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