Research On Tourist's Cognition About Urban Tourism Brand Image

Nowadays, with the urbanized advancement and the intense interurban competition, region conformity and brand competition have become a new tendency of urban tourism development. Building urban tourism brand and promoting the image have gradually become a strategy for cities to develop tourism well.On the basis of many experts' studies, the paper discussed tourist's cognition on urban tourism brand image from theory and case study by collecting literatures, investigating and utilizing many kinds of research methods such as cross discipline method, system analytic method and social investigation method.First, by using brand theory, customer perceived value theory, cognition and attitude theory, the paper analyzed the cognition structure of urban tourism brand image and factors which influence tourist's cognition, then pointed out the mechanism of the urban tourism brand image tourist formed. At the same time, the paper elaborated the functions of urban tourism brand cognitive attitude and expounded its constitution and the influence factors. It also analyzed the relationships between urban tourism brand cognitive attitude and traveling decision-making process. Then, it constructed a pattern of the urban tourism brand cognition, attitude and decision-making behavior.Second, taking Nanning for an example, it elaborated and analyzed the overview of Nanning traveling resources and the present situation of its tourism brand development. By questionnaire, the paper analyzed the tourist's cognition and proposed some measures for consummating tourist's cognition.Innovations of the research as follows:(1) Taking the existing researches as the foundation, the paper further unified psychological process mechanism especially the cognition psychology which is close with person's behavior correlation with the decision-making behavior by comprehensively utilizing of brand theory, customer perceived value theory, cognition and attitude theory. (2) Covering international and domestic tourists, case study used non-constitutive investigation and psychological analytic method. Investigating content included overall description, monomer sensation and emotion experience and each question mutually related. The investigation was paid more attention to conformity, emphatically contrast between domestic and foreign tourist's cognition. Therefore it obtained many investigation conclusions.