A Research Of The Interaction Between Yangshuo's Bed And Breakfast And Destination Brand Building From The Perspective Of Tourists' Perception

With the continuous penetration of the experience economy,the surge in demand for mass travel and the high level of support from national policies,Bed and Breakfast tourism and rural tourism have ushered in a new development boom.Bed and Breakfast tourism plays an important role in solving the problem of hollow villages and promoting the promotion of rural revitalization strategy.As the key to maintaining competitiveness of brands as tourism destinations,it plays an important role in promoting the sustainable development of rural tourism.The research on the interaction between Bed and Breakfast and tourism destination brand construction is relatively weak.This paper uses Yangshuo as a case study to establish a model of the relationship between Yangshuo Bed and Breakfast and tourism destination brand building.Data were collected through the “Tourist's Questionnaire on Yangshuo's bed and breakfast and Destination Brand Experience Perception”,and the reliability,validity analysis,correlation analysis and variance analysis were performed using SPSS21.0 and AMOS21.0,and a structural equation model was established.The following conclusions are drawn:(1)The Brand Perception Scale is divided into four aspects: brand composition,brand personality,brand commitment and brand experience.The bed and breakfast perception scale is divided into two aspects: the value of the bed and breakfast experience and the satisfaction of the Bed and Breakfast.(2)Differences in demographic characteristics of each facet test results show that occupation,annual income and source of origin are significant for tourism destination brand commitment,brand experience and Bed and Breakfast experience and satisfaction of the Bed and Breakfast.Differences;(3)Using the structural equation model AMOS to construct a measurement model of the interaction between tourism destination brands and Bed and Breakfasts,the revised model results show that the model construction is ideal,the research hypothesis passes the significance test;(4)The tourism destination brand Among the four components of perception,brand personality,brand promise and brand experience for the Bed and Breakfast experience It is known to have a significant positive effect,but the brand did not constitute a significant effect on the perception of rural bed and breakfast experience.In addition,the four major components of tourism destination brand perception have no significant impact on the satisfaction of the Bed and Breakfast.Among the two major components perceived by the Bed and Breakfast,the perception of the Bed and Breakfast has a significant positive impact on the perception of the destination brand,but the satisfaction of the Bed and Breakfast has no significant positive impact on the perception of the destination brand.In this regard,the following application suggestions are proposed for the development of rural tourism in Yangshuo:(1)Deeply cultivate the brand personality characteristics of tourism destinations,realize the self-seeking of tourists and the brand personality of Yangshuo;(2)Improve the brand commitment mechanism of tourism destinations,and earnestly great Yangshuo tourism experience quality assurance work;(3)Expand the tourism destination brand experience dimension to meet the multi-level needs of different tourists;(4)Enhance the value of the country house experience,innovative leisure and stress experience service.Starting from the weak links in the construction of tourism destination brands,it is expected to provide reference and reference for the development of Yangshuo brand and the development of rural bed and breakfast.