Study On The Brand Management Of "Haihun Marquis" Of H Cultural Tourism Development Company

Under the background of deep integration of cultural tourism industry,the impact of COVID-19 is gradually fading and rapid development of digital technology,cultural tourism-related firms are facing new opportunities and challenges.Through brand management,cultural tourism-related firms can optimize and upgrade cultural tourism products to meet the growing needs of the people for a better life.Taking H Culture Tourism Development Company(hereinafter referred to as "H Company")as a case,this thesis analyzes the problems existing in the brand management of "Haihun Marquis",and puts forward feasible suggestions for creating strong brand equity,so as to realize the sustainable development of H Company and better protect and develop the historical and cultural heritage of Haihun Marquis.Through PEST and SWOT analysis,analyze the external environment of the cultural tourism industry and the advantages,disadvantages,opportunities and threats of H company in the brand management of "Haihun Marquis";The questionnaire was designed based on the perspective of consumers,and the survey data were analyzed by exploratory factor analysis,variance analysis,multiple regression analysis and other methods.The main conclusions of this thesis are as follows:(1)The Haihun Marquis historical and cultural heritage has high scientific,cultural and artistic value,both the central and local governments attach great importance to the site protection.The site park has obtained high standard and high quality planning and construction,and has advantages of location and transportation.These advantages bring unique charm and value to the "Haihun Marquis" brand.With the recovery of cultural tourism demand,cultural tourism consumption habits have changed,and market competition will be more intense.However,H Company has problems such as insufficient development of cultural tourism formats,insufficient brand influence and competitiveness,and ineffective brand management.(2)Respondents have a high degree of satisfaction with the site park tourism experience,but brand loyalty still has room to grow.The respondents’ willingness to travel to site parks(hereinafter referred to as "travel willingness")is high,the purchase intention of Haihun Marquis cultural and creative products(hereinafter referred to as "purchase intention")and the revisit intention of the site park(hereinafter referred to as "revisit intention")are general,the intention to recommend Haihun Marquis to others(hereinafter referred to as "recommendation intention")was low.Site park tourism experience can significantly increase respondents’ travel intention,purchase intention and recommendation intention.(3)"Haihun Marquis" brand engagement can extract cultural factors,marketing factors and social factors.Cultural factors,marketing factors and social factors have positive and significant effects on recommendation intention,travel intention and purchase intention.Social factors have high explanatory power for recommendation intention and purchase intention,while cultural factors and marketing factors have high explanatory power for travel intention.The monthly income of respondents has significantly positive impact on brand engagement,recommendation intention,purchase intention,and travel intention.(4)In order to promote the high-quality development of "Haihun Marquis" brand management of H Company,it is necessary to carry out work from four aspects: innovating product and service research and development,carrying out brand marketing activities,shaping brand culture and planning brand extension.In the short term,H Company needs to carry out brand marketing activities to further improve the brand awareness and influence of "Haihun Marquis".Focus on the excavation and interpretation of the historical and cultural connotation of Haihun Marquis,improve the profitability of the site park.In the long run,H Company needs to persist in building brand culture and implementing brand extension strategy.Let the historical and cultural heritage embrace digital technology,continue to produce differentiated and rich connotation of cultural tourism products,meet the diverse needs of different consumer groups,so that the "Haihun Marquis" brand to obtain strong and lasting vitality.