Analysis On The Impact Of The Travel Agency Brand Image On Customers’ Purchasing Intention

Along with the publication of “Tourism Law of the People’s Republic of China ", the low-balling is no longer adjusted to the development of the tourism industry. After the “Quality War” and “Price War” happened before, the competition among travel agencies comes back to the competition of brand, making brand image an important gripper for travel agencies to maintain core competitiveness. Under this circumstance, This paper selected the consumer of Baozhong Travel Agency as research object. By combining quantitative and qualitative research, theoretical and empirical research methods, it explored the influence of the brand image of travel agency on consumer purchase intention, aiming to provides a certain reference for both brand management and marketing for travel agency.On the basis of empirical analysis, the main conclusions of this paper are as follows:First of all, the brand image of travel agency was consisted of three dimensions, including the travel agency’s corporate image, user image and product /service image, and there is significant positive correlations among them. The relationship between product/service image and the corporate image are the most close, followed by the link between the product service image and user image; the relationship for the travel agency corporate image and user image ranked the last.Second, the brand image of travel agency had a significant positive influence on consumer purchase intention. From the overall influence of every brand image dimension had on consumer purchase intention: every single dimension of brand image had a significant positive effect on consumer purchase intention, among which the product and service brand image is the most important influencing factor, followed by the travel agency corporate image and user image. From the specific influence of every brand image dimension had on consumer purchase intention: all the three dimensions of brand image of travel agency affected consumer purchase intention through their influence on two things, which were that whether consumer choose to buy under premium and referred the travel agency as their first choice.