Scenic Area Brand Equity Model Establishment Based On The Tourists Angle

In recent years,tourism destination competition is becoming more and more fierce,tourism destination competition is gradually transition from tourism resources and tourism product competition to the competition of tourism brand,the local tourism scenic area speed up the construction of the scenic tourist destination brand,brand becomes a powerful tourist destination marketing weapons,scenic destination management has changed from traditional era of brand management strategy into the era of brand asset management,scenic tourist destination brand equity model is particularly important,and has a great significance on the scenic area management theory instruction.Tourist destination brand assets evaluation is very important as a basis of destination brand equity management,which has very important significance on investors,managers and practitioners for destinations and destination itself.Due to the complexity of the destination and comprehensive,tourist destination brand equity structure,the formation and measurement has always been the difficulties in academia and practice at home and abroad.In recent years,some scholars have made pioneering exploration into it,but their viewpoints are different from each other,they put forward the different composition of dimensions,and didn't reach agreement on the logical relationship between various dimensions.Foreign study of tourist destination brand is earlier and maturer than domestic.Domestic research on tourism brand start from the emergence of the "tourism brand" in 2000,and the study of tourism brand increase rapidly later.There are many researches on the tourism destination brand operation and management after the formation of destination brand.However,the research on the formation of mechanism of the tourism destination brand is still very rare,the current related research are mainly focus on tourist perspective.This Thesis is based on a systematic and critical review for the destination brand assets research from the perspective of tourists at home and abroad,and use the attitude to the constituent elements and behavior relationship as the cut-in point in accordance with the basic logic of "cognitive-emotional-behavior" system,and build up the three levels of the "five dimensions" brand equity concept model ofscenic spots which includes tourist destination brand cognition and memory,emotional attitude,behavior and also explore the model space universality Type in Lushan mountain and Sanqingshan as an Mountain Scenic Area example,we found that the scenic brand equity concept model has stability and effectiveness across the sample through the confirmatory factor analysis and factor identity inspection.Empirical research of this paper further proves that the emotion has a vital role on the scenic area in establishing a strong brand,and this paper also confirmed the verifiability from the tourists perspective of building a brand equity concept model which introducing the theory of the three elements of the attitude and attitude logical relationship "cognitive-emotional-behavioral intention".Through the identity test,scenic spot the brand equity model has been verified,which has a universal across space,and provides a new research perspective for the study of scenic brand assets.This study expands the destination brand equity quantitative research methods,structural equation model has been successfully applied to different destination,and it's good to identify the general changing law of target market of tourists in the consumer psychological,emotional and behavioral aspects,and provide theoretical tools for building a strong brand,formulating and adjusting the marketing strategy.