Impact Of Tourists’ Sense Of Place To Tourism Destination Brand Development

Sense of place is attachment relationships of the people to the place based onemotion, cognition and practice, this relationships come from personal values,knowledge, experience, and are affected by local characteristics and attributes.Research on sense of place and brand research is only one study of Bai Kai which isabout brand personality and the place attachment, so the research of the sense of placeand brand needs to be strengthened. With the development of a tourist destination, thedestination needs to establish its own brand which makes it different from other area,it provides a new direction of the researches of the brand to strengthen brand loyaltyand willingness to pay through the sense of place.In this paper, Phoenix located in the west of Hunan as the research object wereanalyzed, based on tourists’ sense of place, this paper mainly uses spss16.0factoranalysis, variance analysis, cluster analysis, use amos17.0to conduct structuralequation modeling studies. The paper analyzes brand associated attributes, sense ofplace, brand loyalty, the willingness to pay for the brand of Phoenix, discusses thegeneral characteristics of tourists’ sense of place and the differences, clusters touristsand analyzed the characteristics of each category. Then a relationship conceptualmodel is established to study relationship between the tourist brand associatedattributes, emotional attachment, place dependence, cognitive loyalty of brand,conative loyalty of brand and willingness to pay of brand. On the basis of theserelationships, the writer proposes to increase Phoenix’s brand features and enhancedtourists’ local dependence and loyalty recommendations.(1)By exploratory factor analysis,4constitute factors of sense of place areobtained that emotional attachment, place dependence, place identity, social contactfactor. The level of sense of place is the middle level,4factors sort by perceived good,the sorting is social contact, local identity, emotional attachment and placedependence. It illustrates that Phoenix’s tourists emotional attachment is greater thanthe functional attachment, sense of place destination mainly comes from affectivedimension.(2)Education and personal annual income are the major factors affecting thesense of place. Professional and personal annual income are the major factors in theimpact of emotional attachment. Education is a major factor affecting the local dependence, age and education level are the main factors of social contact, travelpartner is the main factor of local identity.(3)The tourists of Phoenix by clustering analysis will be divided into theattachment, the neutral and the disgust. The brand loyalty by factor analysis will bedivided into cognitive loyalty and conative loyalty. The brand loyalty of Phoenix is inthe slightly upper level over the middle. Brand conative loyalty is higher cognitiveloyalty, it shows brand loyalty mainly comes from conative loyalty.(4)The Phoenix’s the willingness to pay for the brand is not high, at a mediumlevel. The brand associated attributes have significant influence on emotionalattachment, local dependence, cognitive loyalty, conative loyalty. Brand associatedattributes have no significant effect on the willingness to pay for the brand.(5)Emotional attachment has no significant influence on cognitive loyalty,conative loyalty, brand associated attributes.(6)Place dependence has significant influence on the emotional attachment,brand awareness and brand loyalty, conative loyalty. Place dependence has nosignificant effect on the willingness to pay for the brand.(7)The band cognitive loyalty has significant influence on band conative loyalty,but has no significant influence on the willingness to pay for the brand.(8)Conative brand loyalty can significantly affect the willingness to pay for thebrand.