The Influence Of Tourist Destination Brand Image And Brand Quality On Tourists' Brand Loyalty

Shandong provincial government actively responds to the national policy call and actively promotes the construction of sports and leisure characteristic towns.Linyi fei county town hsu family cliff air movement,yantai nanshan,weifang international sports leisure sports leisure characteristic town characteristic town,sunshine town in coastal water sports characteristic,cieme WenQuanTian horizontal movement leisure characteristic town,are combined with the local cultural environment and the historical features,build sports,tourism,leisure,competition and folk culture as one of the sports leisure characteristic town.Although some achievements have been made in the construction of small towns,there are also some problems and challenges,such as the lack of local characteristics in some small towns,the lack of prominent key forms of business,the imperfect facilities,the low level of operation and management and the lack of integration between industry and city,which restrict the healthy development of small towns with special features.The competition of tourist destination can be regarded as the competition of brand.Tourist brand loyalty can effectively maintain the competitiveness of the region and achieve good economic benefits.Whether the destination brand image and quality will affect the brand loyalty of tourists through the destination brand experience and value becomes of great practical significance,which is also the focus of this study.On the basis of reference literatures at home and abroad,this study put forward to destination brand experience and brand value for mediation town in shandong province sports leisure characteristic brand image and brand quality for tourists brand loyalty effect hypothesis,and the initial theoretical model was established,surrounding the research hypothesis,compile the initial questionnaire,using SPSS24.0 for small sample survey data from inspection,reliability and validity of form the formal questionnaire and distributed on a large scale.AMOS24.0 analysis software to recover the data,using confirmatory factor analysis,reliability and validity of test the fit of the structural equation model is set up and carry on test,hypothesis testing,and inspection intermediary variable intermediary effect,in order to explore the destination destination brand quality,brand image,brand experience destination,destination,brand value,the relationship between recommendation and revisit.The results show that the destination brand experience in brand image to recommend or revisit plays an intermediary role between brand experience in brand quality to recommend or revisit plays an intermediary role between the brand value in the brand quality to recommend or revisit plays an intermediary role between brand experience and brand value in the brand quality and brand image to the chain intermediary role between recommendation and revisit.In Shandong province based on the above results conclude that the formation of sports leisure characteristic town tourist destination brand loyalty is a system and process for a long time,should make full use of the positive factors of destination brand image,optimize the infrastructure of the brand image,improve the destination and improve the quality of destination service personnel of the service,to enhance the experience of tourism destination,to improve the tourist destination of perceived value,finally forms the tourism destination brand loyalty,including the recommendation and revisit.Based on the structural equation model constructed in this study,the relationship between the various dimensions of the town brand is verified.This study believes that actively shaping the image of the town,improving the town facilities,enhancing the experience value of the town and safeguarding the interests of tourists will create more value for the town.