Research On Brand Construction Of Study Tourism In Red Flag Canal

Since the national and local governments have vigorously advocated and carried out cultural quality education activities,study tourism has become a new hot trend in cultivating popular tourism consumption behavior in China,which has been positively responded by all over the country.Especially in 2018,the scientific development of research tourism has been taken as a new industrial development field to vigorously promote the integration of "tourism +",and since then the research tourism market has exploded.At present,most scholars focus on the research of tourism product development,research of tourism base construction and other fields,but few experts from the perspective of research of tourism brand construction to effectively explore tourism resources.As one of the first batch of national key research and tourism projects and national research and tourism demonstration sites,"Red Flag Canal" has both historical and cultural resources landscape and social and natural resources landscape,excellent regional comprehensive environment and profound cultural and spiritual values.Therefore,brand construction is helpful to promote the scientific and sustainable development of research and tourism of Red Flag Canal,high and positive brand awareness helps potential tourists to make a choice,and high quality research and tourism product quality will promote tourists to produce satisfactory emotional experience,so as to stimulate motivation,induce emotion,promote behavior and spread image,so as to achieve the goal of building research and tourism brand of Red Flag Canal.This paper will first sort out the relevant data of "Red Flag Canal" scenic spot,research tourism and so on,then adopt the method of questionnaire and interview research,on the basis of the obtained questionnaire data,use the SPSS software system to conduct descriptive statistical analysis,credibility research and validity research,and use the AMOS software analysis to check whether the data provided by SPSS can meet the established The model.Through the results of the analysis,further explore the most appropriate structural equation model.Based on Tao Xingzhi’s theory of life education and positioning theory,this paper deeply analyzes the development status of study tourism in Hongqi Canal,and puts forward effective countermeasures for the brand construction of study tourism in Hongqi Canal.The whole paper consists of six parts: the first part is the introduction,which involves the historical background and value of the research,the review of research data at home and abroad,the research methods and paths,the innovation and so on;The second part is the definition of related basic concepts,theoretical support and the necessity of the construction of research tourism brand;The third part is to study the scientific development of tourism in Red Flag Canal,which lays a practical basis for further research on tourism development countermeasures;The fourth part is on the basis of formal research,analysis of the status of the evaluation,product quality,image building,public relations four dimensions of the relationship between the brand construction of empirical research,and the conclusion of the reliability and validity test,exploratory factor analysis,and finally using structural equation model to verify;The fifth part is the specific development countermeasures of the construction of tourism brand in the study of Hongqi Canal;The sixth part is the research conclusion and prospect.Compared with previous studies,the significance of this paper is that it proposes the construction of tourism branding from four dimensions of "current situation evaluation,product quality,image building and public relations",which provides a reference for further research and has innovative significance.