A Study About The Driving Model Of Tourism Destination Brand Equity From The Angle Of Tourist

With the rapid development of tourism, the competition among tourist destinations become seriously, the destination brand gradually become the focus. A good brand can increase tourism destination recognization and popularity and can improve visitors quality of experience. Therefore, research on the brand equity of tourism destination is particularly urgent. Foreign scholars has some related research, but more from a financial point of view, the domestic still stays in the stage of exploration. This paper, from the angle of tourists, reviewed domestic and foreign literature, defined the concept of brand equity of tourism destination, the driving factors, and relation between each elements of brand equity of tourism destination, and also the influence, then put forward some management suggestions in order a better development of the old town of Fenghuang.This paper discusses influence mechanism of the tourism destination brand equity’s driving factors, driving the brand equity factors into tourist destination brand awareness, tourist destination brand image, tourist destination brand quality, tourist destination brand value and tourist destination brand loyalty, and thoroughly analysis the above five aspects’ influence to the tourism destination brand equity, on the basis of which, build a concept model, and put forward the research hypotheses. This paper choose the old town of Fenghuang as object, using the questionnaire for the samples and using SPSS15.0and AMOS7.0to analyze data, the results of the study show that:(1) the brand equity of tourism destination was drived by tourism destination brand awareness, tourist destination brand image, tourist destination brand quality, tourist destination brand value and tourist destination brand loyalty;(2) the driving model of brand equity of tourist destination was a second order model, namely tourist destination brand awareness, tourist destination brand image and tourist destination brand quality were through the tourist destination brand value and tourist destination brand loyalty to influence tourist destination brand equity;(3) tourist destination brand image has the most obvious effect on tourist destination brand value and tourist destination brand loyalty, tourist destination brand loyalty has the most obvious effect on tourist destination brand equity.This paper riches the study of driving factors of tourist destination brand equity, analyzes the path connotation of each driving factor’s effect to tourism destination brand equity, and put travel destination brand value and tourist destination brand loyalty as a second order variable, put up a new breakthrough point on driving factors of tourist destination. At the same time puts forward the suggestions to promote and develop the brand equity of the old town of Fenghuang, in order it’s further development and provide some reference.