The Empiric Research Of Brand Power About Travel Agency

Now, with holiday economy policy launching and level of opening up constantly expanding, especially the Olympic Games was held perfectly in Beijing and 2010 Shanghai World Expo being held, which make the number of domestic and international travel shows significantly growth.Following it,the travel agency has become the first choice when the people want to travel. But there are many problems which be hidden behind prosperity.such as being lack of brand,serious homogenization,vicious competition and so on.The number of customer complaints be increasing.Currently, it has become an an inevitable trend by the establishment of brand and image in order to make consumers look at anxiety and suspicion travel industry no longer. But our travel agencies face to intensive competition from foreign tranve agencies.Although some agencies have built their brands,they can not have a good appeal to customers.so agencies can not cope with competition only by brand,they need more.Brand power can make the different brands become different feelings,so the more powerful,the more stong appeal to customers.so brand power is very important.Firstly, this thesis sums up the factors influencing brand power and the factors structuring brand power. Secondly, this thesis constructed the theory model about brand power of travel agency and defined the variable and gave the analysis tentatives. Thirdly, ensure the object of the thesis, and tnen designed the questions, and data collected. Finally, Factor Analysis, and Structure Equation Model (SEM) were applied in the paper to certify brand power model of travel agency. Results of this study have a theoretical and practical value for travel agency.