| With the rapid development of parent-child tourism market,the brand development of parent-child tourism products has become a hot industry.How to improve the brand identity of parent-child tourism market is increasingly valued by the industry and academia.The theory of perceived value provides a unique perspective for in-depth understanding of the formation mechanism of parent-child brand identity.This study mainly discusses the influence mechanism of parent-child travel experience on brand identity,studies the relationship among parent-child travel experience,perceived value and brand identity through empirical analysis,and proposes countermeasures for parent-child tourism destinations to enhance parent-child tourism brand.In order to provide some inspirations and references for parent-child tourism destinations and industry man.By collecting and combing literature related to parent-child tourism,perceived value and brand identity,a theoretical model of parent-child tourism experience as an independent variable,perceived value as an intermediary variable and brand identity as a dependent variable is established to systematically analyze the degree of influence of experience dimension on perceived value and brand identity in parent-child tourism.In terms of dimension division,parent-child travel experience is subdivided into four dimensions,namely sensory experience,emotional experience,social experience and educational experience,and its influence on perceived value and brand identity is discussed respectively.The study defines variables such as tourism experience,perceived value and brand identity under parent-child tourism scenarios,proposes relevant hypotheses,and builds theoretical models.The empirical study chooses Senbo Resort in Hangzhou as the case,and designs questionnaires and collects data based on maturity scale and expert interviews.SPSS19.0 and AMOS17.0f were used for reliability and validity analysis,correlation analysis,factor analysis and structural equation analysis.The main conclusions of the empirical study are as follows:(1)parent-child travel experience includes sensory experience,social experience,educational experience and emotional experience;(2)Sensory experience,social experience,educational experience and emotional experience all have significant positive effects on brand identity,and sensory experience has the largest impact,followed by social experience,educational experience and emotional experience;(3)Perceived value plays an intermediary role between parent-child travel experience and brand identity.And put forward the corresponding improvement suggestions,including:(1)to create diversified sensory experience;(2)Create parent-child thematic special activities;(3)Create educational experience products that combine education with entertainment;(4)humanized service process design of scenic spots;(5)Enhance the perceived value of tourists from four aspects: food,accommodation,travel and tourism;(6)Improve parents’ participation in parent-child tourism programs. |
