Research On The City Brand Loyalty Impacting By The Visitors Of Experience

Tourism,as a green non-pollution environmental protection industry in our country,its development has changed with each passing day. According to the state statistical datawhich shows that in the "Eleventh Five-Year Planning" period, the annual number ofdomestic tourism growth rate is12%; the annual income of the national tourism grows atan average rate of15%. At the same time, the tourism competition among countries arebecoming fierce day by day, which made the city managers begin to pay close attention tothe brand construction. During this time the existing problem is that city managers paymore attention to individual tourist attractions at the brand construction, and don'tconsider the brand construction from the whole city view and lack of long-term visionwhile building the city brand,simply take attracting new visitors for the goal. As a matterof fact, if the city managers consider the brand construction from the customers' view, payattention to train loyal customers, it will bring more value to the city. And the loyalty ofthe tourists is mainly influenced by their experiences and feelings.This paper uses a statistical analysis of the empirical research method, takes thetourists who has ever toured Qin Huangdao for empirical research samples, puts forwardthe theory model that tourists' experience influence the loyalty of the city brand, whichbases on the theory raised by Dong Dahai and others. The theory model combines thecurrent situation of Qing Huangdao tourism, emplores questionnairs to discuss theinfluence of the tourists' experience on the loyalty of the city brand. Among which,touristexperience will measure from four dimensions: perception experience, emotionexperience,social experience and experience cost. The city brand loyalty will measurefrom two dimensions: attitude loyalty and behavior loyalty. The paper will probe into thevarious factors' influence on attitude loyalty and behavior loyalty, and discuss theinfluence degree of visitors' attitude on behavior loyalty through the survey sample andanalysis.The result indicates that perception experience only has a significant influence on attitude loyalty, and less significant influence on behavior loyalty; emotional experiencehas a substancial impact on both attitude loyalty of the city brand and behavior loyalty; theinfluence of social experience on attitude loyalty is not significant; experience cost has asignificant effect on attitude loyalty, but there's no significant influence on behaviorloyalty, and attitude loyalty also shows a positive effect on behavior loyalty. In these fourfactors of toursist experience, emotional experience has the biggest influence on attitudeloyalty, social experience has the biggest influence on behavior loyalty.