Research On The Influence Factors Of Tourism Brand Upgrading In Guangxi National Forest Park

In recent years,with the development of global economy and the improvement of people's living standard,people attach more importance to healthy lifestyle.People are more eager to "get close to nature and return to nature".Therefore,forest eco-tourism has become a hotspot of tourism.Guangxi has abundant forest resources and superior location,so it has high value and great potential for forest tourism development.Forest tourism is mainly based on forest parks,and its forest parks are represented by National Forest parks.Guangxi National Forest Park has also made some achievements in recent years,but there are few national forest parks with good reputation and prominent brand.Therefore,it is of great significance to study the promotion of tourism brand of Guangxi National Forest Park for the development of tourism of Guangxi National Forest Park.This paper chooses Liangfengjiang which is a representative suburban National forest park as the main research object,and then designs and distributes questionnaires for it and collects data.On the basis of previous studies,this paper sorted out and put forward four influencing factors: core factor level,support factor level,development guarantee factor level and competition factor level.The four main factors were taken as independent variables,and the promotion of tourism brand of Liangfengjiang National Forest Park was taken as dependent variable to construct a relationship model by using modern data science and technology-Python language.Exploratory factor analysis is carried out to extract four influencing factors: core factor,support factor,guarantee factor and market factor.The relationship between these four factors and tourism brand promotion is confirmed by correlation analysis and regression analysis combined with SPSS23.0 statistical analysis tool.The results show that core factors,support factors and security factors are positively related to the promotion of tourism brand of Liangfengjiang Forest Park,while market factors are negatively related to it.The ranking of four influencing factors is the core factor,market factor,support factor and guarantee factor.Based on the conclusion of the study,countermeasures and suggestions on the influencing factors of the promotion of forest tourism brand in Guangxi are put forward according to the current situation and actual situation of the development of Guangxi National Forest Park and its tourism brand,so as to provide some references for the tourism decision makers of Guangxi Forest Park.