A Study Of Yunnan Travel Agency Brand Recognition

Travel agencies has been tourists primary choice, quality of service is also the center of attention of travel agencies. But in recent years, the quality of travel agencies frequently exposure, and travel agencies are under challenge from electronic commerce, travel without travel agency and other forms of tourism. Travel agencies urgently need to change the traditional way of operation. Integrating resources, build up strong travel agencies brand is imperative. And brand recognition is the first step for tourists to chose travel agencies.This article choose the travel agency in Yunnan Province as the object of study, foucus on the present market branding conflicting situations, research in the travel agency brand recognition. In this paper, literature review and the theoretical groundwork for Yunnan travel market six major travel brands, conducted a survey of visitors and interview study to understand the travel market of Yunnan status of brand awareness, brand recognition and analysis of the factors affecting brand recognition, exploration proposed to enhance the travel agency’s brand recognition response.In view of this empirical research, the main conclusions drawn are as follows:1.By using brand cognition gradient theory analysis Yunnan travel brand recognition status:the six agencies surveyed for the ranking of brand awareness.2. The first memory of travel agency’s brand, satisfaction of travel agency’s brand and the choice of most brands of travel agencies as analysis index, respondents to the travel agency brand mentioned rate as the analysis object, analyses the relationship between the three. There is significant correlation between three.3. Images from the travel agency, travel agency services, guided tours and other visitors to the four aspects of satisfaction surveys. After satisfaction analysis:logo design travel agencies, travel agents, publicity, travel agents promise to honor, tour guides and reasonable travel arrangements, dining satisfaction in these areas was significantly lower than average.4. Found through the interviews:the current confusion in brand awareness, Yunnan travel agents name is too long, identity is unclear and so are the reasons cause cognitive confusion; travel arrangements for tours, through reasonable to reduce the shopping areas, to improve service quality improve visitor satisfaction.