Research On Brand Promotion Of Huangpi Mulan Cultural Ecotourism Are

In the decade or so from the comprehensive construction of a moderately prosperous society in China to the overall completion of a moderately prosperous society,rivalry for tourism destinations has intensified,shifting away from competition for tourism products toward competition for tourism destination brands.As a result,there is an essential necessity for tourism destination branding research and implementation.Since the 1990 s,scholars both at home and abroad have conducted research on tourism destination branding from a variety of perspectives,focusing on the concept of tourism destination branding,tourism destination brand construction,tourism destination brand marketing,tourism destination brand management,and tourism destination brand evaluation,and the research findings are quite impressive.This thesis chooses Huangpi Mulan Cultural and Ecological Tourism Area as its research object and employs a combination of methods,including the method of literature analysis,questionnaire surveys,structural equation analysis,and factor analysis,to thoroughly explore the branding development status and problems of Mulan Cultural and Ecological Tourism Area,and assess the brand equity of Mulan Cultural and Ecological Tourism Area as well as evaluate its brand equity from the perspective of tourists.Additionally,the thesis proposes ways for enhancing the brand of Mulan Cultural and Ecological Tourism Area by examining the elements that influence the area’s brand equity.Firstly,this thesis provides theoretical support by combining previous research findings and the current state of branding development in the Mulan Cultural and Ecological Tourism Area to develop a brand equity assessment model with five dimensions: brand awareness,brand image,and brand perceived quality,regional image,and brand loyalty.Secondly,the brand equity of the Mulan Cultural and Ecological Tourism Area is evaluated from the visitor standpoint.Thirdly,SPSS software is utilized to test and analyze survey data,while AMOS software is applied to validate the hypothesis model suggested in this thesis.The final conclusion is that the brand equity of Mulan Cultural and Ecological Tourism Area based on visitors’ perceptions consists of five dimensions: brand image,brand awareness,brand perceived quality,brand loyalty,and regional image.The relationships are: the brand image has positive influences on brand perceived quality and brand loyalty;brand awareness has positive influences on brand image and brand loyalty;brand perceived quality has positive influences brand loyalty;regional image has positive influences on brand image and brand perceived quality;regional image has positive influences on brand awareness.It is essential to improve the brand of Mulan Cultural and Ecological Tourism Area through the collaboration of all five dimensions.The purpose of this thesis is to examine the elements that affect the brand equity of Mulan Cultural and Ecological Tourism Area,and to provide solutions for enhancing the brand of Mulan Cultural and Ecological Tourism Area,with Mulan Culture at its core:enhancing the brand’s image through reviving Mulan culture;improving internet and cultural marketing through strengthening emotional ties with consumers;increasing the brand perceived quality by fostering the development of “Internet+” and intelligent scenic locations;raising visitor brand stickiness through serialized branding of cultural and creative products;promoting industrial integration through the involvement of numerous parties in order to improve the Huangpi District’s regional image.