The Study On The Perception Of Factor To Theme Park Brand Switching Behavior

With the continuous development of the tourism and technological advancements, theme parks become ripe and the competition becomes more and more intense.The operators are increasingly aware of the importance of brand for their own development, some major theme park has formed its own brand in domestic and foreign, the competition between theme parks can be often regarded as brand is different from the competition between. So it is necessary to find the deep reasons and influences cause the tourists switch brand behaviors,to keep the customer and improve customer loyalty in the fierce competition,the operator should monitor these factors better.The paper analyse the factors that cause tourists switch brands based on the perception theory,and find the key factors,the paper puts forward suggestions and advices that improving visitors'loyalty according to the results.This paper mainly adopts norm studies,the empirical research, quantitative and qualitative research method.The study is divided into six parts. The first part is the introduction that analyzes the background, significance, content route research methods and innovative points of the study. The second is literature review at home and abroad was reviewed, including theme park tourism and Consumer brand switching theory. The third puts forward concept model of the study through exposing related theory and models. The fourth verifys and refines the concept model through the research of different theme park in Hangzhou as empirical research object. Validation is based on the surveyed data, it is concluded the seven major factors that affect tourists theme park brand switching factor analysis using analysis of variance, correlation analysis and regression analysis, and the seven factors are variety seeking, satisfaction, brand switching cost, perceived quality, competitors attraction, Theme park image, visitors involvement,at the same time perceived quality and tourists atisfaction is also as medium variable that influence brand switching behavior. For different individual attribute of variance analysis, it concludes that the gender have significant differences on variety seeking and brand switching behavior,age have significant differences on variety seeking, brand switching costs, visitors involvement and tourists brand switching behavior. Income has significant differences on variety seeking, brand switching costs, brand switching behavior.Educational level have significant differences on variety seeking,brand switching costs, visitors'involvement and tourists brand switching behavior.The fifth put forward countermeasures and suggestions that decrease brand conversion and improve brand loyalty according to the empirical results.The sixth is the conclusion, mainly introduces the conclusion of the study, the lack of the study and the prospect of study.