Study On Brand Value Of Travel Agency

Brand Value is the one which exceeds the value of a business entity and products,as to Travel Agency is more a potential profits and revenue. At present,however the consciousness on Brand Value of Travel Agency in our country awakens later;the domestic research on Brand Value of Travel Agency is still at the exploratory stage,the management and enhance of Brand Value are far from market requirements and the expectations of tourists.The purpose of this study is from two aspects(tourist and travel supplier perspective) to study Brand Value of Travel Agencyo First of all, basing on literature reviews of brand value,brand value in travel businesses,brand value in travel agencies;the article analyed the contents of Brand Value of Travel Agency and constructed tourist-based(travel supplier-based) Brand Value Conceptual Model of Travel Agency,then explored the four dimensions of tourist's brand value(brand association, brand awareness,perceived quality,brand satisfaction and loyalty) positively affected the performance of tourist's brand value(tourist's perceived value and repurchase intention) as well as the four dimensions travel supplier's brand value(brand association,brand awareness,perceived cooperative attitude,brand satisfaction and loyalty) have an influence on the brand value of the travel supplier performance (tourism supplier's cooperate intention and cooperation way);then confirmed through the real diagnosis.Finally,specific countermeasures and the suggestions for the travel agency brand value management and the promotion were proposed according to the findings.By taking the methods of interview and questionnaire survey, choose six well-known International Travel Agency in the city of Changsha,Hunan province for the samples,more than 200 tourists who select one of these six travel agencies have carried on the questionnaire survey,also 59 travel supplieries cooperated with one of these six travel agencies have conducted Semi-structured interview.According to the result of investigation and data analysis,several research conclusions were drawn.These conclusions were as follows:1,Tourist-based brand value of travel agency includes four dimensions:brand association,brand awareness,perceived quality, satisfaction and brand loyalty.2,Travel supplier-based brand value of travel agency includes four dimensions:brand association,brand awareness,perceived cooperative attitude,brand satisfaction and loyalty.3,the four dimensions of Tourist-based Brand Value of Travel Agency have a remarkable influence on tourist customer's perceived value and repurchase intention,the perceived quality has the most obvious influence.4,the four dimensions of Travel Supplier-based Brand Value of Travel Agency have a positive impact on travel supplier's cooperation intention and cooperation way,one of the greatest impact is brand awareness.