| In the terms of global biodiversity conservation and ecological environment protection,ecotourism,as a dual gripper for ecological protection and economic development,has become an irreplaceable sustainable tourism development model.The core attraction of ecotourism is the various ecosystems and species on the earth,especially the rare and endangered animals and plants.As a representative of rare wild animals,giant pandas have a close relationship and influence on global ecotourism.On April 5,2017,President Xi Jinping held talks with Finnish President Sauli Niinisto in Helsinki,and agreed to rent two giant pandas to Finland for further scientific research cooperation,enhance mutual understanding and friendship between the people of the two countries,especially the youth,and the tourism industry as well.However,the specific impact of this event on the relationship between the youth of the two countries,and how to improve the tourism interaction between the youth of the two countries,has practical value and significance for responding to this event.In the context of these two giant pandas— "Snow Panda",this paper starts from the two aspects of "Snow Panda" brand image and tourism destination country(Finland)brand recognition,and adopts a combination of qualitative and quantitative analysis methods.Firstly,according to Park’s brand image theory,the three dimensions of "Snow Panda" brand image are obtained: functional,experiential and symbolic;Secondly,it is found that the brand image of "Snow Panda" and the brand awareness of the destination country(Finland)will have a positive impact on college students’ willingness to visit Finland,which is embodied in the functional and symbolic brand image of "Snow Panda",as well as the brand awareness and reputation of Finland,will positively affect college students’ willingness to visit Finland;Finally,male college students are higher than female college students in the cognitive level of the functional brand image of "Snow Panda" and Finland brand recognition.On the basis of the above conclusions,corresponding suggestions are put forward in specific aspects such as "Snow Panda" functionality,symbolic brand image,and brand awareness and reputation of the tourist destination country(Finland)to the relevant cultural and tourism departments of China and Finland,for more targeted marketing. |
