Impact Study Of Brand Image Of Rural Tourism Destination On Tourists Intention To Revisit

Tourist intention to revisit is always a hot issue in tourism research,it has become important indicators for researchers to evaluate tourist market,tourist resources and tourist products.Nowadays,tourism brand competition has become the main theme of the development of the tourism industry.Tourism is more and more used to shape their own brand image,formed its own unique brand of tourism.Natural farm Fuqing city as the first national leisure agriculture and rural tourism demonstration sites,also formed a certain rural tourism brand and brand.The image and brand image is inseparable,characteristics of brand show,reflecting the strength and essence of the brand.However,influenced by various factors,natural farm brand image is also very vague.The development in the National Tourism Bureau in 2015 the rural tourism brand promotion action,natural farm has not elected,there are still large the gap.Therefore,shaping the natural farm brand image,to enhance the competitiveness of the market,for the development of natural farm country tourism industry,has important practical significance.Through the study of brand image and willingness to revisit and other related theories are summed up and arranged by Baer brand image model as the foundation,through the corporate image,product image,product image soft hard attributes,attributes,user image four dimensions to construct rural tourism brand image,on this basis,further research model construction of rural tourism brand influence the image of the tourists revisit intention,influence of rural tourism brand image to tourists revisit intention.In research methods,first of all,through the method of questionnaire and field survey,were analyzed by SPSS software.Secondly,through factor analysis to test natural farm brand image scale reliability,validity,and construct the natural farm the brand image model.Then,the relationship between the AMOS software to explore natural farm brand image and revisit intention,thus verifying the brand image Willingness to revisit the effect and research hypothesis.According to the results of the analysis,finally draw the conclusion,namely:rural tourism brand image four dimensions have significant positive effect on the willingness to revisit,and influence the product image soft attributes on the willingness to revisit the biggest;rural tourism brand image has positive influence on tourist satisfaction,and affect the image and product image of rigid attributes on tourist satisfaction is relatively large;rural tourism brand image through tourist satisfaction has indirect impact on tourist revisit intention,and the corporate image and product image attributes by affecting the willingness to revisit the rigid tourist satisfaction,the intermediary variable plays a part intermediary role,and product attributes and rigid image the image of the user by affecting the willingness to revisit the tourist satisfaction,the intermediary variable plays full intermediary role.Lastly,according to empirical study results,this paper provides some advice for natural farm to consider when constructing their own brand images,in order to enhance tourist satisfaction and revisiting intention.The advice included:1.Attach importance to the promotion of corporate image;2.Strengthen the image building of rural tourism products;3.Brand building at the core of tourists.