Study On The Influence Mechanism And Comprehensive Evaluation Of Brand Image Of Characteristic Tourism Destination

Destination brand image is the comprehensive performance of the tourism destination,a good tourism destination brand image with characteristics often becomes the source of power to attract people to travel.The construction of tourism destination brand image plays an important role in enhancing the core competitiveness,brand attraction and market influence of destination.With the vigorous development of the whole region tourism and the change of tourists' psychological demands on the brand in the process of the transformation of tourism mode from sightseeing to experience,the sustainable development of China's characteristic tourism destination needs to establish brand awareness,promote brand strategy,and focus on building a brand image with unique local characteristics.To explore the influence mechanism of the brand image of characteristic tourism destination and then build an appropriate evaluation system is the focus of the brand construction of the whole region of tourism destination.It is also an important topic and hot issue in the research on the development of China's tourism industry.In combination with the background of The Belt and Road,Rural Revitalization Strategy,Holistic Tourism Destinations,Intelligent Tourism and Healthy China 2030,Taking the Helan Mountain' East Foothill in Ningxia,China's most potential wine star producing area and wine tourism destination,as examples to explore the influence mechanism and comprehensive evaluation of brand image of characteristic tourism destination.The main research results of this thesis include the following four aspects:Analysis of influence factors for brand image of featured tourism destination.It is concluded seven factors for the wine brand image of tourism destination through open coding by using grounded theory and method,combined with relevant literature and network data sources and take the tourists and the business managers for the interview object:cognitive image,affective image,perceived quality,perceived value,satisfaction and behavior intention,brand image promotion.The model of the above seven factors is constructed through the coding of the principal axis,and the relationships among the factors are sorted out.Finally,the story line is extracted through selective coding,and the influence mechanism model of brand image of characteristic tourism destination is preliminarily constructed.The influence mechanism of brand image of featured tourism destination based on tourists' perspective.On the basis of the above research,a validation model of the influence mechanism was built.Through questionnaire survey,structural equation modeling and empirical analysis were conducted.The research results showed that:the emotional image and cognitive image have significant positive effects on tourist satisfaction through perceived value and perceived quality respectively in the overall image of characteristic tourism destination.The influence of cognitive image on perceived quality is greater than that of emotional image on perceived value among them;The perceived quality of characteristic tourists has a more direct impact on their satisfaction than their perceived value,and the perceived quality and value have an indirect impact on their behavioral intention through satisfaction;The emotional image of characteristic tourism destination has more direct influence on tourists' behavioral intention than cognitive image;The influence path of the image of characteristic tourism destination is unique.For example,in the early stage of the construction of wine tourism destination,the cognitive image and perceived quality should be improved as the health factors for the development of wine tourism,while the emotional image and perceived value as the incentive factors for the development of wine tourism should be focused on and improved.Comprehensive evaluation of brand image of characteristic tourism destination from the perspective of management.The evaluation index system with high reliability and validity is constructed,and the three first-level indexes are:destination self-image,destination environment image,and destination core product image.The 14 secondary indexes are:natural landscape,cultural landscape,tourism facilities,information construction,featured culture,political environment,economic environment,ecological environment,human resources,local participation,management system,product quality,tourist satisfaction,and product popularity.For five different domestic wine tourism destination,a comprehensive evaluation was conducted based on the multi-granularity brand image evaluation method,and the ranking results were obtained as follows:ShanDong,NingXia,XinJiang,HeBei and GanSu.Strategies and Suggestions for building and improving the brand image of characteristic tourism destination.It reflects the emphasis and strategic tendency on tourism emotion,characteristic culture,tourism experience and other elements based on the perspective of tourists.Based on the management perspective,the comprehensive evaluation and analysis show that tourism facilities,local participation,tourist satisfaction,policy environment,economic environment,product quality and other indicators have a high weight in which should be paid great attention to by characteristic tourism destination.Indicate the developing advantages and disadvantages for HeLan Mountain's East Foothill in NingXia through comparative analysis,NingXia should deep excavating cultural and natural tourism resources,with the aid of policy,talent,core product advantage,and make up the short of characteristic culture,tourism facilities,information construction,the economic environment,local participation,the ecological environment,etc.Then leading tourism destination according to their own characteristics to identify the key factors affecting the brand image construction,the depth of mining potential,effective integration and configuration of resources,scientific planning and rational development,constantly experience from micro to macro,from individual to scale,from single to multiple,and new customers to the cycle of old customers cumulative effect,promote the brand image to promote the system.Overall,the findings of this thesis have certain contributions to the literature and to industry.Firstly,this study conducive to guiding the managers of wine featured tourism destination to develop featured tourism products according to the needs of tourists,to enhance the attraction of destination features,to improve tourists' visit experience and satisfaction,to explore a new mode of "tourism+wine",and to transform resource advantages into brand advantages.Secondly,this study provides a scientific analysis and evaluation method for the construction of regionally featured tourism destinations,and provides new ideas,new approaches and new methods for the brand image construction of tourism destinations with Chinese characteristics,which has strong practical significance for enhancing the competitiveness of regional brands.Finally,this study combines the characteristics of industrial development and regional characteristics to provide more targeted and operational management basis and policy recommendations for relevant management departments,to provide decision-making reference for the government,and also to provide reference for the brand image construction of international tourism destination.