National Scenic Area Of Brand Equity Research

In today’s market characterized by commoditization of products and innovations that are easily imitated and duplicated, tourist’s consumer behavior being mature,tourism destination image based on Behavior Geography Theory is replaced by the Brand Theory.More and more cities provinces are inclined to apply Brand Theory to tourism destination management.The source of band equity is the cognitive value by consumer, and this cognitive value produce competitive advantage.Thus, it appears to study the origin and the compose of destination brand from consumer-orientation in these years.However, the study of destination brand just begin,the case at home and abroad is mainly in contry and city,but less on seneic region.This research angle is against to comprehensive understand the source of tourism destination,so it is not feasible to make resonalbe and effective marketing stratege.For the practice and the extend of study perspective,the study based on tourist explored the compose and brand relationship of senic destination brand.The study indicate the characteristic of senic region brand and the source of its brand equity.Drawing on grounded theory, this study conducted an exploratory inquiry into the compose of National park of China’s brand,such as demand pereference, location condition,perceived quality,region image,brand awareness,perceived value,brand loyalty,brand recognition,and so on. Based on the above result,through the process of scale development conforming to the standard,the study develop the measuring item about the compose of senic reigon brand.Through pre-measuring and exploratory factor analysis, the scale comes into being.The study build the structure of senic region brand equity,and for the empirical research.We surveyed from3universities(Fudan University,Tongji University and Shanghai University),353valid questionnaires were collected,and thus we conducted descriptive analysis,conformatory factor analysis,validated the measurement models,and tested the hypotheses using the data. The results suggested that the composes of senic region band form tourist angle are location condition, brand awarness,core quality,region image,brand surport,perceived value and brand loylty. Location condition, brand awareness,core quality and region image have positive effects on perceived value;perceived value have no distinctive effects on brand Ioylty,and brand surport also have no distinctive effects on perceived value.After validating the structure of model,the moderating effects were examined.Integrating research methods from various disciplines,such as soialology,management, this paper focuses on the compose of senic reigon from tourist angle.Above so,we put forword the brand equity structure.Main conclusions are as follows:1. The compose of senic region brand from tourist have7dimentions,respectively are location condition, brand awarness,core quality,region image,brand surport,perceived value and brand loylty.2. Location condition,brand awareness,core quality and region image of National Park of China have positive effective on excursion tourists’perceived value.3. Perceived value of National Park of Chian have no distinctive effects on brand loylty, and brand surport also have no distinctive effects on excursion toursits’perceived value.Theoretical contributions to the extant literature:1. Explorate the compose of the brand of National Park of China,and develop the pre-scale,based on gourned theory.2. Develop the brand measure scale of Naitonal Park of China in China context,after exploratory factor analysis and developing process.3. Construct the brand equity model of National Park of China,and Empirically examine the intership between7dimentisons and the model.4. Explore how to manage brands of senic region from the perspective of excursion tourist,thereby enriching destination brand theory.