中文摘要：

近年来,自然游憩旅游行业的竞争日益加剧,游憩区域的品牌建设逐渐成为获取竞争优势的主要途径。本文结合自然游憩景区的特殊性,对游客的品牌认知和品牌态度进行了实证探索。实证检验结果显示,品牌知名度和品牌美誉度正向显著影响游客的品牌忠诚没有得到验证;品牌知名度对游客的感知质量和品牌信任均存在消极的显著影响;品牌美誉度对游客的感知质量和品牌信任均存在积极的显著影响;品牌知名度会通过品牌信任对游客的品牌忠诚产生间接的消极影响,而品牌美誉度会间接地通过品牌信任提升游客的品牌忠诚;品牌知名度、品牌美誉度在感知质量的中介作用下均不会对游客的品牌忠诚产生显著影响。研究结论证实传统品牌理论较难解释自然游憩品牌建设现象,应进一步做到应用创新。

英文摘要：

With growing competition within recreational tourism based on natural resources, brand construction has become the main way to obtain a competitive advantage. Based on tourism with natural resources, tourist brand recognition and brand attitude were explored. In total, 450 tourists were invited to answer questionnaires about brand recognition, perceived quality and brand loyalty regarding recreational tourism for natural resources,and eight recreational tourism places were chosen as examples. With 328 valid tourist questionnaires conducted in Beijing, SEM（structural equation models） were used to test relationships between brand recognition,perceived quality and brand loyalty. All variables were measured by Likert- 7 scales with mature scales as references. We found that brand awareness and reputation do not have a positive impact on brand loyalty for natural resource recreational tourism. Brand awareness has a negative impact on perceived quality and brand trust. Brand reputation has a negative impact on tourist perceived quality and brand trust. Brand awareness can indirectly reduce brand loyalty through brand trust. Brand awareness and brand reputation have no significant impact on brand loyalty via perceived quality. We conclude that brand recognition does not impact the brand loyalty of natural resource recreational tourism significantly because two dimensions of brand recognition do not positively impact brand loyalty. Further, perceived quality and brand trust cannot result in brand loyalty.Traditional brand theory cannot explain brand phenomena within natural resource recreational tourism, and innovation is required for brand construction across natural resource recreational tourism.