Study On Valuation Of Festival Tourism Brand Value Based On The Perspective Of Consumers

There are a large number of tourism festivals in China, but most of them are small-scale, low grade, which not only did not produce social and economic benefits, but also waste a great deal of social resources. We have to introduce and implement the evaluation mechanism, to improve the problem brought by excessive tourism festivals. Tourism festival brand value is accumulated by consumers in the process of their tourism festival experience, which is more abstract, and more emphasis on the impact of consumer perception, different from the brand value of general products. Meanwhile, it is more reasonable to evaluate the brand value of the tourism festival from the perspective of consumers, because of the participation periodicity and concentration of the tourism festivals. Therefore, the existing assessment method for the brand value of general products cannot be directly used, and then this paper put forward a evaluation system from the perspective of consumers on the basis of the Aaker model, combining with the characteristics of the tourism festival brand value.In this paper, the main contents include:(1) collect relevant literature, and summarize the theory of the tourism festival, brand value, brand valuation methods, as well as tourism festival brand value;(2) Aaker model claims that products’ brand earning capability would change with the brand’s competitive advantage, and the brand’s competitive advantage can be evaluated by the level of consumers’ acceptance to the brand, which is applicable to the evaluation of brand value in the tourism festival. So this paper opens up the tourism festival brand value evaluation on the basis of the Aaker model.(3) In the process of the calculation of the tourism festival brand multiplier, the analytic hierarchy process and fuzzy comprehensive evaluation method are used.(4)At last, this paper formed a certain brand of festivals trial assessment (Xiling Snow Mountain Snow Festival). Firstly validate the tourism festival brand value evaluation system, by confirming that festival popularity, brand association, perceived quality and brand loyalty could explain the brand value of tourism festivals. Secondly assess the brand value of the Xiling Snow Mountain Snow Festival, and finally analyze the results of the assessment, which can provide a reference for future research in tourism festival brand valuation.Innovative of this study includes:(1) this article is to calculate the value of the tourism festival brand from the perspective of the relationship between brand and consumers. The brand value of tourism festival calculated by this method is close to the real, and has a practical guiding significance.(2) Based on the Aaker model, put up tourism festival brand value evaluation system and make verification, according to the research of the assessment methods from the point of consumers and combining with the characteristics of the tourism festival.(3) Introduce the festival perceived quality about festival activities and the external conditions to support the impact factor of the perceived quality; and also, emphasis on consumers’ word in the brand loyalty measure. To general products, measuring brand loyalty is always through loyalty of acts, which is different from the tourism festival that behavioral loyalty only seizes a small portion of the tourism festival brand loyalty, because of the low revisit rate of the tourism festival. Therefore, the evaluation of tourism festival brand loyalty can only set about from the consumer’s attitude;(4) In the process of the calculation of the tourism festival brand multiplier; the analytic hierarchy process and fuzzy comprehensive evaluation method are used.Shortcoming of this research includes:(1) Only a preliminary investigation and analysis of Xiling Snow Mountain Snow Festival has done, we should focus on the consumer behavior patterns and mental models in the future work;(2) Study about individual impact factors should be more detailed in the process of calculating the brand multiple number, which includes internal factors such as personality, motivation, needs, the participant’s own characteristics, such as occupation, gender, age, and free time are more important factor;(3) This paper uses expert scoring method to set the weights of the elements of the brand value of tourism festivals, which could affect the credibility of the data, due to the difference of all experts’ experience, personal preferences, thinking different angle. Therefore, in order to make more scientific and effective evaluation method, the next step should use market research methods to determine the weight.(4) According to the Aaker model, the brand multiplier calculated on the basis of brand value should be modified. The work of modify the Brand multiplier remains to be improved.This paper put up four important factors for the tourism festival brand value evaluation index system, which consists of the festival awareness, brand association, perceived quality and brand loyalty]. And then verify the relationship of these four factors and tourism festival brand value by a case of analyzing Xiling Snow Mountain Snow Festival. Finally get a conservative estimate value of the Xiling Snow Mountain, the brand value of6.5105*107Yuan, which can provide a reference to Xiling Snow Mountain Scenic Area Management Committee.