Study On The Effect Mechanism Of Tourism Destination Social Responsibility On Tourism Destination Brand Equity

The popularization of tourism activities has led to different levels of tourism development in various places,and the emergence of a large number of homogeneous tourism destinations has weakened the identifiability among tourism destinations.At the same time,with the improvement of traffic conditions,the accessibility of tourism destinations is increasing day by day,and the substitutability among tourism destinations is also increasing,resulting in increasingly fierce competition.Tourism destination brand building has become an important way of market differentiation strategy of tourism destinations.Brand equity is an important part of brand building.Therefore,establishing and improving brand equity is an important factor for tourism destinations to form competitive advantages.At present,scholars have made a lot of explorations on the corporate brand equity,and made a lot of achievements,but most of them only defined the concept of the corporate brand equity from a single perspective such as finance,market or consumers,which cannot comprehensively and scientifically summarize the brand equity.In addition,the research on tourism destination brand equity doesn't attract enough attention.Among them,the definition of tourism destination brand equity mainly refers to the definition of corporate brand equity from the perspective of consumers and defines the concept of tourism destination brand equity from the perspective of tourists.In the research of influencing factors,it mainly involves the tourism destination image,tourists perceived value,social influence,celebrity endorsement,online public praise and other aspects.At present,no research has focused on the impact of tourism destination social responsibility on tourism destination brand equity.What's more,the mediating mechanism of tourism destination reputation as well as tourism destination identity,and the impact of moderating variables on the relationship between tourism destination social responsibility and tourism destination brand equity have not attracted the attention of scholars.Therefore,this paper constructs an integrated theoretical model including all potential variables,and empirically analyzes the structural relationship among all potential variables,in an attempt to explore the mechanism of tourism destination social responsibility on tourism destination brand equity.This paper reviews the existing research,defines all potential variables,comes up with the corresponding research hypothesis and the conceptual model.Then,makes an Exploratory Factor Analysis(EFA)of tourism destination social responsibility and tourism destination brand equity,and makes a Confirmatory Factor Analysis(CFA)of the comprehensive measurement model composed of all the variables.Structural equation model(SEM)is used to verify the research hypothesis.The results show that:(1)Tourism destination social responsibility directly significant positive impact on tourism destination brand equity.(2)Tourism destination social responsibility exerts indirect influence on tourism destination brand equity through tourism destination reputation and identity.(3)The impact of tourism destination social responsibility on tourism destination reputation is greater for tourists with high trust tendency than those with low trust tendency.The impact of tourism destination social responsibility on tourism destination brand equity is greater for tourists with high trust tendency than those with low trust tendency.(4)The impact of tourism destination social responsibility on tourism destination reputation is greater for tourists with high subjective norms than those with low subjective norms.Finally,the article makes a conclusion,comes up with the solutions as well as its weaknesses.