An Empirical Study on Impacts of Brand Image of Travel Agencies on Customer Purchase Intentions

摘要：

　　Travel agencies,as an important carrier for the development of tourism,their inadequacies in brand building have limited further development of tourism.In this paper,the impact of travel agencies brand image on customer purchase intention was empirically examined from the perspective of consumer awareness.The results show that travel agencies service images,brand personality as well as organization image have positive effects on consumer purchase intention significantly,while for consumers individual characteristics,only disposable income acts similarly.

关键词： brand image purchase intention travel agencies

作者: Meixian He Zhenquan Sha Yuanyuan Yang

作者单位: School of Business Administration, South China University of Technology Guangzhou, 510640, P.R.China

会议类型: 国际会议

会议名称: 2013 2nd International Conference on Systems Engineering and Modeling(ICSEM-13)(2013年第二届系统工程与建模国际会议)

会议地点: 北京

会议语种:英文

页码: 376-380

在线出版日期: 2013-04-19（万方平台首次上网日期，不代表论文的发表时间）