Research On The Relationship Between Place Attachment,Tourism Community Resilience And Member Brand Building Behavior

Relying on the powerful drive,radiation and outreach of the tourism industry,tourism characteristic towns rapidly integrate regional resources,realise multi-industry integration and promote rapid development of the regional economy.As the competition in the tourism market becomes increasingly fierce,tourism characteristic towns are shaping distinctive brands to gain differentiated competitive advantages and enhance market competitiveness,so as to achieve sustainable development of the town.Based on the brand value chain theory,in the tourism community formed by the stakeholders of the tourism destination,the behavior of the community members towards the tourists will directly affect the brand image of the destination,and ultimately affect the destination’s brand performance.It can be seen that the positive brand building behavior of tourism community members plays an important role in the brand building of tourism characteristic towns.From the perspective of social organisation theory,place attachment enhances community members’ sense of belonging,which will be manifested itself through positive brand building behavior,thus enhancing the town’s brand performance;while members of a resilient tourism community will adopt proactive branding behaviors to adapt to change.Theoretically,both place attachment and community resilience can influence the generation of brand building behavior,but there is a lack of empirical research in the current literature.Therefore,this paper explores the relationship between place attachment,community resilience and member’s brand building behavior by taking tourism characteristic towns in Zhejiang Province as the research object.Based on the literature and theories on place attachment,community resilience and brand building behavior,this study constructs a theoretical model between place attachment,community resilience and brand building behavior to explore the relationship of the three variables.Then,the initial questionnaire was designed based on the more mature scales at home and abroad,and combined with the actual situation of the case sites and respondents.And the reliability and validity of the questionnaire was tested through pre-study.After the questionnaire was revised and improved according to the results of the pre-study,the official questionnaire was formed.Finally,a total of 507 valid questionnaires were collected.After testing the validity of the data using statistical analysis software,the theoretical model was empirically tested using structural equation modelling.The results show that the hypotheses of this study are valid.The results is as follows: place attachment positively and significantly influences brand building behavior,place attachment positively and significantly influences tourism community resilience,tourism community resilience positively and significantly influences brand building behavior,and place attachment indirectly and significantly influences brand building behavior through tourism community resilience,indicating that tourism community resilience mediates the relationship between place attachment and brand building behavior.Finally,based on the findings of the study,further management insights are proposed for the business operation management of the characteristic town in the following three aspects:continuous enhancement of the emotional attachment of tourism characteristic town members;continuous enhancement of tourism characteristic town community resilience and continuous innovation to strengthen the brand building strategy guidance within the tourism characteristic town.This study has important theoretical value and practical guidance for the high-quality and sustainable development of tourism characteristic towns.