Research On The Influence Of Perceived Value On Brand Attachment Of Scenic Byway

Tourism has already entered thousands of households with the development of national economy.As China is entering the "leisure tourism era",people's tourism psychology,leisure behavior and consumption habits are changing.Scenic road has become a product of the development of the times.On the other hand,the competition environment of tourism market is severe.As a new tourism product,scenic path tourism needs to develop and consolidate the source of tourists.From the perspective of tourists,we can effectively grasp the needs of tourists,and strengthen the connection between tourists and scenic path tourism brands through brand building.This study explores the influencing factors of tourists' perceived value of scenic spots by empirical research,and takes "emotional value" as the intermediary variable(selecting "self brand connection" and "brand trust" as the judgment index of emotional value),constructs the variable influencing relationship model of tourists' perceived value,emotional value(self brand connection and brand trust)on brand attachment ? The data were obtained by means of on-site questionnaire survey,and the hypothesis test was carried out by using structural equation model.Finally,the following conclusions are drawn:(1)tourist perceived value of scenic spots can be divided into resource value,product value,service value,social value and cost value;(2)tourist perceived value of scenic spots has a significant positive impact on brand attachment;(3)self brand connection has a significant positive impact on brand attachment;(4)brand trust has a significant impact on brand attachment Positive impact(5)the social value of tourist perceived value has a significant positive impact on brand attachment,while resource value,product value,service value and cost value have indirect impact on brand attachment through emotional value.Finally,according to the results of empirical research,this study puts forward some suggestions on how to strengthen the brand attachment and promote the long-term sustainable development of scenic tourism.