A Study On The Dimensional Relationship Of Tourism Destination Brand Equity

Coastal type of tourist destination attracts a significant share of tourists every year,in destination marketing,tourism destination brand equity plays a variety of function,it can measure the destination success of brand marketing activities to achieve goals,evaluation of tourism destination market competitiveness,and to influence the decision-making behavior of the customers and willingness to travel.Therefore,measuring the value of brand equity from the perspective of the customer is necessary to develop an influential strategy to enhance the travel demand of the travel destination.Firstly,this study selected Sanya,a popular seaside leisure resort with rich natural resources and a distinct destination brand image,as the case.Based on the previous research results and combined with the characteristics of the destination,the research objectives of this paper were put forward: Taking Sanya as a typical representative of coastal destination,this paper discusses the dimension composition and interaction of coastal destination brand equity from the perspective of customers.Secondly,different from the general brand equity dimension,the attachment emotion is included in the discussion of brand equity,and the dimension relationship of seaside destination brand equity is tested.Therefore,by referring to and revising the previous measurement items,a measurement scale suitable for the seaside tourist destination is designed,and the perception of tourists is collected by means of questionnaire survey,which is used as the basis of data analysis,and then the empirical test is carried out to construct the structural equation model.The results show that: first,from the perspective of customers,there are six dimensions of seaside destination assets:brand awareness,brand image,perceived quality,brand value,brand attachment and brand loyalty.Second,there is a causal relationship between the paths of each dimension.Brand awareness is the basic variable of seaside tourism destination brand equity,and it is the beginning of customers’ contact with destination brand.Brand image and perceived quality become important sources of brand value because of their unique customer sensory dimension,and significantly positively influence brand value.Brand image and brand value have a significant positive effect on brand attachment,which is higher than that of perceived quality.In addition,brand attachment has a positive effect on brand loyalty and shows a superiority over perceived quality,which further confirms the feasibility of incorporating brand attachment into the dimension of brand equity of coastal tourism destinations.Third,destination brand attachment and brand value play a single or chain intermediary role in the structural model.In particular,as a mediating variable between brand image,brand value,perceived quality and brand loyalty,brand attachment of tourism destination has a significant single mediating effect.Finally,this article through to the seaside tourism destination brand equity internal relations,the discussion of mining influence determinants of seaside tourism destination brand equity,proposes the establishment customer and emotional ties between coastal tourism destination brand,maintain customer relationship with the seaside tourism destination brand and improving customer quality of seaside tourism destination perception experience and advice.It is helpful for tourism destination marketers to improve the value of destination brand equity,and provides a basis for coastal destinations to develop effective brand strategies in line with tourism scenarios.