Research On Influencing Factors And Promotion Strategies Of Brand Image In Scenic Spots

Since the construction of a moderately prosperous society in all respects in China,the prosperity of the people has promoted the growth of the demand for tourism,and the prosperity of the tourism industry has further promoted the economic development and improved the people’s living standards.Premier Li Keqiang proposed to "develop and strengthen the tourism industry" in the government work report of 2019,which has indicated the direction for the development of tourism and has pointed out the priorities.Therefore,we should not only focus on the development of tourism,but also the development of the tourism industry.In order to meet the different needs of consumers,there are more and more forms of tourism,some of which are of the same nature.This leads to the result that the image of the tourist destination is all the same and the slogan lacks characteristics,which often makes it difficult for tourists to choose.In recent years,in the background of the rapid development of tourism industry,it is crucial to build a distinctive tourism regional brand which is distinctive and innovative,separated from other tourism regions.The competition of modern tourism industry has developed from the competition of tourism resources,tourism products and tourism routes to tourism brands.Therefore,the theoretical research and practical application of tourism brand is extremely urgent.Taking Mountain Lushan as the research object,this paper uses the methods of literature analysis,questionnaire survey and regression analysis,etc.,to deeply study the influencing factors and promotion strategies of brand image of tourist scenic spots.In the process of research,based on the existing research results of domestic and overseas scholars,Six hypotheses are put forward: popularity has an effect on satisfaction,popularity has an effect on trust,satisfaction has an effect on trust,popularity has an effect on brand image,satisfaction has an effect on brand image,trust has an effect on brand image.In the process of research,the structural equation model was constructed,combined with the effective data obtained from the questionnaire survey,the regression analysis of the model was carried out.The results showed that the six hypotheses were verified.With other conditions unchanged,the higher the popularity,the better the satisfaction;The higher the reputation,the better the trust;The higher the satisfaction,the better the trust;The higher the popularity,satisfaction and trust,the better the brand image.According to the factors that affect the brand image of Lushan tourism,the main problems in the development of Lushan tourism has been found,and then the corresponding promotion strategies are put forward on the innovation of Lushan tourism brand image: One is to accurate positioning the brand image of Mountain Lushan;Second,integrate and innovate the tourism brand image of Mountain Lushan;Third,broaden the channels of publicity to enhance the brand popularity;Fourth,strengthen the government regulation to increase trust;Fifth,build a smart tourism platform to improve satisfaction.The research in this paper is only based on the analysis of the factors that affect the brand image of Lushan scenic spot,the research method is relatively single,however,this study has certain practical significance,and can also provide certain reference for the sustainable development of similar scenic spots.