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This paper aims to investigate the interplay between managerial assumptions and institutional corporate social responsibility, and determines how such fit affects performance.

The authors developed and tested a model using survey methodology. The authors’ data from 210 hotels located in Qatar and the UAE were analysed using the partial least squares (PLS) approach.

The results reveal that firms with entrepreneurial, political and professional frame of reference (FoR) engage in institutional corporate social responsibility (CSR) practices. In addition, the entrepreneurial and professional FoR enhances the institutional CSR – organisational performance link.

The findings will help managers to determine the effect of their FoR on their adoption of institutional CSR, thereby increasing the effectiveness and efficiency of their CSR strategy. As the study is exploratory in nature, several limitations have been highlighted and discussed.

To the authors’ knowledge, this is one of the few papers that inspect the relationship between managerial assumptions and institutional CSR and establishes their effect on performance.

本论文旨在研究管理假设和企业社会责任的关系并且决定其如何影响企业绩效。

本论文采用问卷采样形式, 位于卡塔尔和阿联酋地区的210家酒店为问卷样本。本论文采用偏最小二乘回归（PLS）来分析数据。

如果企业拥有创业者精神、政治、及专业的参考架构（FoR）, 那么往往会参与到体制性企业社会责任（CSR）的实践。此外, 创业者精神的和专业的FoR促进体制性CSR-组织绩效的关系。

本论文结果帮助经理人判定FoR对于CSR实践的影响, 因而提高了CSR政策的效果和效率。由于本研究是探索性论文, 一些所带来的限制已经在文中提到并强调。

据作者所知, 本论文是仅有的几篇论文中, 研究管理假设和体制性CSR的关系并且确立其对于企业绩效的作用。

管理假设，参考架构，体制性CSR，新兴市场，企业绩效，偏最小二乘回归

研究论文

This paper aims to discuss the estimation of PLS models with second-order formative constructs as existing research has mainly focused on second-order constructs with a reflective measurement.

Using a model grounded on Roger’s innovation diffusion theory applied to online travel shopping, an empirical application is used to assess and compare the different approaches used to estimate a formative second-order construct. The proposed model examines the innovations characteristics that have an impact on intentions to purchase travel online, using data from a convenience sample of 1,732 responses.

The findings show that all approaches produce similar results regarding the path coefficients, the predictive relevance of the model and the explained variance. The main differences between the approaches are related to the weights of the first-order constructs on the second-order construct and the significance of those weights. Several recommendations are made for researchers on which approach to use.

Since most research has focused on second-order constructs with a reflective measurement and there is limited research with formative second-order constructs, this paper provides a comparison of the different approaches typically used to estimate a formative second-order construct and present useful guidelines for researchers to decide the method to analyse a model with second-order constructs and how to assess formative second-order constructs.

由于现有文章大多数研究反应性结构的二阶模型, 所以本论文讨论以二阶形成性结构的PLS模型。

本论文以罗杰斯的创新扩散模型以基础, 应用其在在线旅游购物行为的研究。通过模型建立和背景研究, 多种预估形成性二阶结构的方法得以比较。建立的模型, 通过1,732份样本采样, 分析了各种对于在线购买旅游产品意图的创新特性。

本论文发现, 各种方法产生相似的分析结果, 比如径路系数、模型预测相关、以及被解释变量等。三种方法的主要区别在于, 第一阶段结构与第二阶段结构的比重值, 还有这些比重值的显著程度。本论文结果对于未来理论采用哪种方法做出启示。

由于大多数研究都集中在以反应性二阶结构分析, 很少的文章研究形成性二阶结构。因此, 本论文全面地比较了三种衡量形成性二阶结构的方法, 并且提供有效建议, 采用哪种方式以分析二阶结构, 以及如何衡量形成性二阶结构。

旅游业、在线旅游购物行为、偏最小二乘回归，二阶形成性结构

研究论文

This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.

This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.

By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).

This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.

This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.

The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

本论文以计划行为理论为基础, 旨在评估通过社交网站来影响会展顾客参会意愿的各项因素。本论文基于社交网络营销, 检验其会展顾客态度、主观规范、以及感知行为控制等对于顾客参会意愿的影响因素。此外, 本论文研究人员还检验感知享受如何影响会展顾客对社交网络上会展主页的态度。

本论文采用定量研究方法, 借用在线问卷采样方式, Qualtrics 作为问卷发放平台, 以计划行为理论为基础。本论文的研究人群是在 Facebook、Twitter、和 Instagram 上会展主页的粉丝顾客。本论文采用便捷采样方式。

本论文采用偏最小二乘回归方程（PLS-SEM）统计方法检验研究假设, 并发现, 除 H2 外其他假设论断均成立。会展顾客对于使用社交媒体的态度并未显著影响其参会意愿（H2）, 然而, 感知享受对于会展顾客粉丝社交网站上会展主页有着显著影响（H1）。研究结果表明, 会展顾客的态度受到主观规范（H3）和感知行为控制（H4）的影响。这些因素均显著影响了会展顾客的参会意愿, 最终导致实际参会行为（H5）。

本论文采用实际测量数据以应用计划行为理论在会展营销和社交媒体的研究。此外, 本论文测试了三种不同社交媒体：Facebook、Twitter、和 Instagram 的粉丝用户。其研究结果证实了本论文采用的理论框架对于不同领域和社交媒体背景下的有效性。

本论文用数据证实了主观规范和感知行为控制对会展粉丝参会意愿有着显著影响, 其最终导致真正参会行为。本论文还证实了感知享受显著影响了顾客粉丝会展社交主页的态度。其研究结果表明会展企业有必要在社交媒体上树立积极的会展形象。此外, 会展营销人员和组织者在使用社交媒体作为营销手段的时候, 应该认识到其他人的意见和感知对于参会人员的意愿和行为产生影响。

本论文的研究价值主要是其强调社交媒体作为会展有效营销手段的重要性。此外, 本论文还探索了社交媒体如何影响参会人员的行为和态度, 以及社交媒体对于整个会展行业的影响, 这将对社交媒体有关的研究有着积极的贡献。

关键词偏最小二乘, 社交媒体, 社交媒体营销, 社交媒体参与, 事件营销, 计划行为理论

This study aims to examine the relationships between stimuli of website experience (information/content, interactive features and design–visual appeal) and online engagement (cognitive processing, affection and activation) with consumer-generated media and brand advocacy. Furthermore, this study examines if online engagement mediates the relationships between website stimuli of experience dimensions and brand advocacy.

A total of 183 valid online questionnaires were collected, from members of an online forum related to travel and leisure, to empirically test the measurement and structural model using partial least square path modeling. The study sample includes consumers who search for, select and book hotel rooms via Booking.com.

The findings confirm that information/content and design–visual appeal have a significant impact on all three dimensions of online engagement whereas interactive features of a website have significant impact on affection and activation. Furthermore, results suggest that affection and activation predict brand advocacy and engagement mediates the effect of stimuli of experience on brand advocacy.

This is the first attempt to explain the relationships between website stimuli of experience (information/content, interactive features and design–visual appeal), online engagement (cognitive processing, affection and activation) and brand advocacy. Altogether, these variables are not well studied and understood in current literature despite having important implications for managers, academicians and consumers alike.

本论文旨在检验网站体验卖点（信息/内容、互动功能、设计-视觉吸引力）、对消费者自发媒介（CGM）的在线参与（理性思维方面、情感感性方面、和行动力方面）、以及品牌拥护的关系。此外, 本论文还检验在线顾客参与是否从中调节了网站体验卖点和品牌拥护的关系, 从而变成了中间变量。

本论文采用在线问卷采样形式, 一家在线旅游网站的成员为问卷样本, 有效样本数量为183份。本论文采用偏最小二乘回归的样本数据分析方法来分析数据。其中样本是从Booking.com搜索、选择、预定酒店的消费者。

信息/内容和网站设计-视觉吸引力对三种在线顾客参与的维度都有显著作用。而网站的互动性只对在线顾客参与的情感感性维度和行动力维度上有显著作用。此外, 研究结果还证明感性参与和参与行动促进品牌拥护, 因此, 在线参与成为网上体验卖点和品牌拥护的中间变量。

本论文是仅有几篇解释网站体验卖点（信息/内容、互动功能、和设计-视觉吸引力）与在线参与（理性思维方面、情感感性方面、和行动力方面）和品牌拥护之间关系的文章之一。总而言之, 这些变量还处在研究前沿阶段, 现有文献尚未全面研究这些变量, 尽管它们对于管理者、学者、以及消费者有着很重要的意义。

信息/内容、互动功能、设计-视觉吸引力、在线参与、品牌拥护

研究论文

The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers’ visit intention.

The study asked 252 participants to follow a destination’s Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model.

The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention.

The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors.

This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model.

本论文旨在建立和验证一个扩展的计划行为模型, 用来解释旅游目的地Facebook如何影响游客旅游意图。

252人参与本研究项目, 他们实际关注了一个旅游目的地Facebook三个月, 然后填写了问卷。本论文以计划行为模型、社会影响理论、以及广告认知理论等为基础, 建立一体化模型。本论文采用偏最小二乘回归结构方程模型（PLS-SEM）验证这个一体化模型。

三种社会影响因素（从众、认同、内化）均对旅游意图有直接和间接的影响。Facebook体验也对于旅游意图, 通过知觉行为控制的中间调解作用, 有显著影响。然而, 目的地态度和信息的态度并未显著地与旅游意图有关。

本论文结果对于旅游目的地管理机构（DMOs）如何使用Facebook营销有着实际启示作用。特别的是, DMOs应该更加关注Facebook的社会影响方面, 比如认同, 以及使用Facebook来减少潜在游客的知觉行为控制。

本论文是首先几篇以TPB模型为基础, 探索目的地Facebook粉丝效应的旅游意图的文章。本论文还对于使用PLS-SEM技术通过反应性-形成性多阶模型来预测行为意图的文献有着理论贡献。

关键词：广告认知, 、目的地Facebook, 、社会影响理论, 、计划行为理论, 、旅游意图

研究论文

This paper aims to investigate hospitality study abroad experiences as an educational service in which the experience encompasses services that combine tangible and intangible actions that require students to move from the classroom to a practical setting. It empirically investigates the relationship between students’ study abroad, perceived value and perceived sacrifice (monetary and non-monetary) with their overall satisfaction and internationalization intentions.

A total of 57 students who had completed an international externship experience were contacted and invited to complete an online survey. The online survey gauged the student’s perception of their externship experience, the overall satisfaction and the internationalization intentions. The instrument also gathered demographic information about the participants. The proposed model was estimated by using partial least squares (PLS) path modeling.

The results indicate that PLS can be used to assess the theory of consumption value for study abroad experiential learning. The results of the hypotheses testing indicate that the value students get and give is a suitable and significant predictor of satisfaction and internationalization. However, students’ satisfaction with their study abroad internship does not predict future internationalization intentions.

This study sheds light on hospitality students’ perceived value, satisfaction and internationalization intentions when they complete a study abroad internship program. The results indicate that the value students get and give is an appropriate and important predictor of satisfaction and attitude toward international education.

本论文旨在研究酒店管理专业出国留学的学生体验, 此体验既包括实体化行动又包括非实体化行动, 使学生走出教室, 进行实际操作。本论文实际检验学生出国留学、价值感知、牺牲感知（物质上和非物质上）、以及他们整体满意度和国际化意向。

本论文采用在线问卷采样形式, 57名参加出国实习项目的学生为问卷样本。问卷主要衡量了学生出国实习体验、整体满意度、和国际化意向。此外, 问卷还采集了人口统计信息。本论文采用偏最小二乘回归（PLS）路径建模的分析方法来分析数据。

分析结果表明PLS可以检验出国体验学习的消费价值理论。 研究结果表明学生得到和给与的价值是一项决定其满意度和国际化意向的指标。然而, 学生对于出国实习的满意度并不能决定其国际化意向。

本论文主要研究了酒店管理专业的学生, 当完成出国留学项目后, 他们的价值感知、满意度、以及国际化意向。研究结果表明学生得到和给与的价值是他们满意度和国际化意向的有效的决定指标

国际化行为、酒店管理专业实习、体验学习、校外实习、出国留学、价值、满意度

The purpose of this paper is to analyse the determinants of hotel profitability through the application of a least squares path modelling (PLS) and to deepen the study of their heterogeneity through clustering techniques.

An eclectic model that incorporates the dimensions identified as determinants of profitability in the previous literature is estimated by means of PLS. Subsequently, in a second stage the hotels are classified using clustering techniques to study which combination of hotel characteristics, location, competitive environment and tourist destination achieve higher profitability.

The results show that hotel characteristics, hotel location, competitive environments and tourist destination factors impact on the hotel performance. Also, the results highlight that the eclectic model proposed have to be further developed in future studies, incorporating more theoretical constructs and variables.

The results contribute to identify and quantify the determinants of profitability in the hotel sector and which combination of them achieve higher profitability. Moreover, this paper provides new evidence to support an eclectic theory of profitability determinants in the hotel sector. Consequently, this paper claims the need of a deeper integration of different areas of expertise to analyse hotel profitability.

This research is the first empirical evidence that proposes an eclectic model and uses clustering techniques in the study of profitability differences considering simultaneously hotel characteristics and its location. The variables used allow to measure different aspects of the attributes of the hotel and its location.

本论文旨在借助偏最小二乘回归（PLS）方法来分析酒店盈利性的决定因素, 以及通过聚类分析来研究决定因素的多样性。

本论文首先借助现有文献中盈利性各种决定因素来构建折衷模型, 并采用PLS来估算这个折衷模型。然后, 本论文通过聚类分析法将酒店分类, 从而研究决定哪种组合, 包括酒店特点、地理位置、竞争环境、和旅游目的地等特性, 达到最高盈利。

酒店特点、地理位置、竞争环境、和旅游目的地影响了酒店整体绩效。此外, 本论文还指出这个折衷模型应该进一步发展, 建议未来研究中应该囊括更多理论结构和变量。

本论文结果对于酒店行业盈利性决定因素的确立和量化做出贡献, 本论文还对确立酒店盈利性组合成分做出贡献。此外, 本论文结果对于酒店行业盈利性决定因素的折衷理论做出更多实践性验证。因此, 本论文提出酒店盈利性课题有必要进一步跨领域深入研究。

本研究是首篇论文提出和验证折衷模型并利用聚类分析法以研究酒店盈利性和同时考虑酒店特点和地理位置。本论文测量的变量评估了酒店及其地理位置的各项特性。

地点, 偏最小二乘法, 旅馆, 盈利能力

研究论文

This paper aims to empirically investigate the influence of the intelligent agent technology (IAT) on hotels’ food procurement practices (FPPRs) and food procurement performance (FPP). The study also explores the influence of FPPR on FPP in hotels.

Data from a survey of managers at luxury hotels in Florida, which yielded an effective sample of 78, were subjected to partial least squares structural equation modeling analysis.

IAT usage has statistically significant positive effect on both FPPR and FPP. Additionally, the results indicated that PPR has a positive influence on FPP.

The study provided academia with a comprehensive review of the prior research on IAT benefits in food supply chain management (FSCM) and a comprehensive explanation of how the hotel FPPR are being performed by IAT. It also offers industry and technology specific insights.

Hotel managers should pay more attention to IAT application regarding the FPPR, specifically gathering information, supplier contract, contacting, requisitioning and intelligence and analysis. Moreover, hotel managers should enhance their employees’ abilities to be technology-oriented to maximize IAT benefits in FPP.

The results represent an extension to the technological innovation literature of the hospitality industry to bridge the gap of IAT in hotel FP. The framework used in the study serves as a foundation for future research studies in the hospitality industry, in FSCM in particular.

本论文旨在研究智能代理科技（IAT）对于酒店食品采购实践（FPPRs）和食品采购效益（FPP）的作用与影响。本论文还探索了酒店业中FPPR对于FPP的作用与影响。

本论文采用问卷采样形式，佛罗里达州豪华酒店经理为问卷样本，有效样本数量为78份。本论文采用偏最小二乘回归（PLS-SEM）的样本数据分析方法来分析数据。

IAT对于FPPR和FPP有着积极有效的促进作用。此外，研究结果还表明PPR对于FPP有着积极促进作用。

本论文对IAT在FSCM领域以及酒店FPPR如何受到IAT技术的促进作用，进行全面理论概述。本论文还为酒店行业和科技领域提供了独到见解。

酒店经理应该多关注IAT在FPPR领域的应用，特别是在搜集信息、供应商合作、采购、以及智能分析方面。此外，酒店经理应该加强酒店员工对于科技的敏感和熟识度，以最大限度发挥IAT在FPP领域的效用。

本论文扩展了科技创新领域的文献，主要展示了IAT在酒店FP领域的应用。本论文采用的理论框架可以作为未来酒店业研究，特别是在FSCM领域研究的理论基础。

智能代理科技，食品采购实践，食品采购效益，供应链管理，豪华酒店

Grounded on substantial theories and service concept models, this paper aims at proposing a novel patient satisfaction index (PSI) model. This model allows for identifying the key sources of patient satisfaction and for comparing performance results across hospitals competing on the national and international health-care market. The PSI is also an important benchmark instrument for medical tourism.

The PSI model was initially tested in hospitals in a developed country (the German hospital market). A total of 1,281 complete patient responses were analyzed by means of partial least squares structural equation modeling (PLS-SEM).

This model’s sources of competitive advantage – doctors’ and nurses’ interaction quality, environmental quality and outcome quality – mostly explain patient satisfaction, which is the key target construct. The results also reveal that the doctors’ and nurses’ interaction quality is the most salient driver of patient satisfaction.

The proposed PSI model can be generally applied to facilitate the comparison of hospitals on a regional, national and even an international level. In addition, the PSI model helps health-care management facilities prioritize their service components’ improvement (e.g. to attract more medical tourists).

Medical tourists are confronted with a variety of health destinations and may find it difficult to choose an appropriate region and health-care provider. This study contributes to medical tourism research by developing a general patient satisfaction index model for medical tourists.

本论文以多种理论和服务概念为理论基础, 建立全新的患者满意度测量（PSI）模型。此模型涵盖了多种患者满意因素, 以及针对国内和国际健康管理市场上的各种医院, 提供性能和质量比较方法。PSI同时也是医疗旅游很重要的衡量标尺。.

PSI模型首先在发达国家（德国医疗市场）的多家医院进行测试。1281份可用患者问卷用于分析研究。本论文采用偏最小二乘回归结构方程模型（PLS-SEM）为数据分析方法。.

患者满意的影响因素包括：医生和护士与患者的互动质量、环境质量、医疗结果质量等多种竞争优势因素。本论文还发现医生和护士对患者的互动质量是导致患者满意的最显著的因素。.

PSI模型可以被推广应用在区域、国家、甚至跨国医院的比较上面。此外, PSI模型帮助健康看护管理组织更好地优化服务细节 （比如, 吸引更多医疗旅游的患者）。

医疗旅游的患者面临多种健康目的地的选择, 可能会很难选择合适的地方和健康服务结构。本论文为医疗旅游的患者建立完善的患者满意度衡量模型, 对医疗旅游研究做出贡献。.

研究论文

World Heritage sites (WHS) can play an important role in promoting visitation to emerging and remote destinations. Guided by the theory of planned behaviour (TPB), this study aims to investigate factors that predict intentions to visit WHS.

Survey questionnaires were used to collect data from visitors (n = 519) to four Western North American WHS. Partial least squares structural equation modelling (PLS-SEM) was used to identify three reflective models (attitude toward visiting World Heritage, perceived behavioural control and intention to visit WHS in the future), three formative models (attitude toward World Heritage designation, social influence (subjective norms) to visit World Heritage and World Heritage tourism brand equity) and a structural model.

World Heritage tourism brand equity and social influence were strong positive predictors of intentions to visit WHS in the future. Attitudes towards World Heritage designation, followed by World Heritage travel attitudes and perceived behavioural control, were progressively weaker, yet positive predictors. However, the latter two concepts’ impact was negligible.

This study addresses four deficiencies in tourism studies: TPB studies have failed to find consistent predictors of intentions to visit destinations; very few studies have attempted to verify the factors that predict visitation to WHS, despite the opportunities and costs that can arise from WHS-related tourism; few studies of tourists’ perceptions of World Heritage and related WHS travel intentions have been conducted in North America; and PLS-SEM was used to perform statistical methods not commonly used in tourism studies including formative models, importance-performance mapping and confirmatory tetrad analysis.

世界遗址（WHS）对于提高新兴和偏远地区的游览率起到重要作用。本论文以计划行为理论（TPB）为理论基础，研究游览WHS的动机因素。

本论文采用问卷采样形式，519名游览四个美国西北部WHS公园的游客为问卷样本。本论文采用偏最小二乘回归（PLS-SEM）分析数据，(a) 确立三个反应性测量模型（WHS游览态度、感知行为控制、未来WHS游览意向），(b) 确立三个形成性测量模型（WHS游览态度、WHS游览的社会影响力（主观规范）、以及WHS旅游品牌资产），以及(c) 验证一个结构模型。

世界遗产旅游品牌资产和社会影响力是未来游览WHS意向的有效动力。世界遗产目的地的态度，由世界遗产旅游态度和感知行为控制所主导，也有着对未来游览WHS意向的积极促进作用，但是作用相对较弱。然而，世界遗产旅游态度和感知行为控制并未发现对未来游览WHS意向有直接决定作用。

本论文弥补了旅游研究中的四大不足：(a) TPB研究未能找出旅游目的地游览意向的一致的决定因素; (b) 几乎没有文献试图验证WHS游览意向决定因素，尽管这将对WHS相关旅游业的机遇和成本控制有着重大意义; (c) 有关世界遗产和相关WHS旅游意向的研究还尚未在北美地区开枝散叶; (d) 本论文借用PLS-SEM方法来分析数据，包括验证形成性测量模型、重要性-绩效画图分析法、以及四分子分析法等，这在旅游文献中不常见。

品牌态度，世界遗产，旅游意向，TPB，品牌资产，品牌忠诚度