Spillover Effect Of Tourism Service Brand Crisis On Competing Brands

In recent years, with highly complicated market environment and the rapid development of information technology, negative events occur frequently.Negative events not only make the enterprise suffered huge economic losses,directly endanger the survival and the development of the brand, and even make mature brand fall into recession or demise, or worse, which would causing huge external influence of our society and making the number of brands or enterprise involved together. The management of the brand negative events is the focus of the enterprise, and it's also an important issue for academia.In this context, based on consumer trust transfer, the study focused on the spillover effect of tourist services brand crisis on competing brand, the main purpose of the study are as follows: (1) whether the tourism service brand crisis will have a spillover effect on brand competition; (2) the spillover effect of tourism service brand crisis on brand competition is different because the intensity of competition differences; (3) different types of consumer and competition of enterprises of different response strategies will affect the spillover effect of brand crisis.In this study, college students as the subjects, the simulation experiment method, four experiments, using statistical methods of analysis of variance on the theoretical hypothesis on the spillover effect, different types of tourism service brand crisis on brand competition should be identified by using empirical data. The main conclusions are as follows:(1)there was a significant difference in catering enterprises and theme park brand crisis types, catering service brand crisis is mainly the moral crisis, crisis of theme park brand mainly competence crisis.(2)different types of brand crisis, there was a significant difference in the spillover effect, the crisis of moral brand catering enterprises have a negative spillover effect, the theme park brand crisis ability does not have a negative spillover effect.(3) the competitive strength of different, there were significant differences in the spillover effect, competitive intensity is high, the negative spillover effect of catering service brand crisis is stronger,and the theme park competitors benefit more.(4) the consumer different mode of thinking, there was a significant difference in the spillover effect,impact of catering service brand crisis on the overall pattern of greater consumer, impact of the crisis on the overall theme park brand and analytical thinking mode of consumers do not exist significant differences.(5)the competition of enterprises of different coping strategies, there are significant differences of spillover effects, catering service brand crisis, consumer attitudes towards brand competition decreased significantly, the best competitive enterprises to deny the enterprise has the similar problems; crisis theme park brand,consumer attitudes towards brand competition had no significant change, had better keep silent competition among enterprises, deny a statement it will let consumers mistakenly believe that the competitive enterprise also has faultBased on inheriting the existing research results, this study in the following three aspects of the expanding and deepening:(1) by combing and induction, the study found that there were significant differences in characteristics of the type of brand crisis in travel service, catering service brand crisis is mainly the moral crisis,the tourism brand crisis is mainly the ability of brand crisis, based on previous studies, further clarify the brand crisis characteristics of the type of tourism services in the two core industries.(2) through empirical study found that: catering service is high overflow industry,tourism industry is low overflow,the conclusions are helpful for enterprises to better understand the consumer brand crisis response, based on consumer center for crisis prevention system.(3)Previous studies on the formation mechanism of spillover effect is mainly from the perspective of assimilation contrast theory and market competition theory,expounds the effect of spillover effect direction. This study attempts to spillover effect try to transfer from the consumer trust are explained from the point of view of brand crisis, this new theoretical perspective to validate the rationality of previous research results, improve the validity of the theoretical research.