Study On The Promotion Of Brand Value Of Ethnic Tourism Festivals Based On Aaker Model

With the development of tourism,tourists' awareness of tourism products is constantly improved,and competition in the tourism festival industry has become more intense.More and more tourism festivals have been developed by shaping their own brands.But so far,there are few studies on the brand of ethnic tourism festival,and fewer studies on promoting the ethnic tourism festival brand value.Therefore,the starting point of this paper is to explore the development of the ethnic tourism festival brand and how to promote the ethnic tourism festival brand value.The research case selected in this paper is the Shambala Tourism Arts Festival in Gannan Tibetan Autonomous Prefecture,which fully combines tourism,culture and ecology,with tourism as the carrier and ethnic traditional culture as the core.It has achieved preliminary brand recognition,shaped its own core competitiveness,and gradually promoted outward.Based on the five dimensions of Aaker model,this paper studies the promotion of the ethnic tourism festival brand value,that is,to explore the relationship between the brand name awareness,perceived quality,brand association,brand loyalty,other brand equity of ethnic tourism festivals and the ethnic tourism festival brand value.At the same time,based on previous research perspectives,the mediator variable tourist support willingness is introduced to test whether the five dimensions of the Aaker model will affect the ethnic tourism festival brand value through the support behavior of tourists,and analyze the influence factors in the brand development process of the Shambala Tourism Arts Festival.Analyze and discuss the problems existing in the development of festival brands,and finally put forward some suggestions on how to promote the ethnic tourism festival brand value.The main conclusions are as follows:(1)The brand name awareness,perceived quality,brand association,brand loyalty and other brand equity of ethnic tourism festivals all have significant positive impact on tourist support willingness;the ethnic tourism festival perceived quality has the greatest impact on tourist support willingness;the ethnic tourism festival brand loyalty and the ethnic tourism festival brand name awareness have a greater impact on tourist support willingness;the ethnic tourism festival brand association and the ethnic tourism festival other brand equity have a smaller impact on tourist support willingness,and their functions are not enough.(2)The brand name awareness,perceived quality,brand association,brand loyalty and other brand equity of ethnic tourism festivals all have significant positive impact on the ethnic tourism festival brand value;the ethnic tourism festival perceived quality has the greatest impact on the ethnic tourism festival brand value;the ethnic tourism festival brand name awareness and the ethnic tourism festival brand loyalty have a greater impact on the ethnic tourism festival brand value;the ethnic tourism festival other brand equity and the ethnic tourism festival brand association have a smaller impact on the ethnic tourism festival brand value,and their functions are not enough.(3)The willingness of tourists to support will have a significant positive impact on the ethnic tourism festival brand value,and the impact is greater.(4)Tourists' support intention plays a partial mediation effect between the ethnic tourism festival brand name awareness,ethnic tourism festival perceived quality,ethnic tourism festival brand association,ethnic tourism festival brand loyalty,ethnic tourism festival other brand equity and the ethnic tourism festival brand value.