Study On The Relationship Among Brand Awareness,Brand Image And Tourists’ Post-visiting Behavioral Intentions In Wetland Park

The 21st century is brand economy era. The competition in tourism industry will focus on brand competition of tourism destinations. As the homogenization trend of global growing competition in tourism market, the psychology of tourists is becoming mature. Eco-tourism is considered as the fastest growing format in the international tourism industry. The Wetland Park with abundantly and uniquely natural and cultural landscape has become the emerging field in eco-tourism. It is favored by many tourists for the multi-functions of wetland ecological protection, ecological tourism and leisure, ecological science education. Faced with the fierce tourism market competition, managers of Wetland Park could build its core brand value by creating a unique Wetland Park eco-tourism brand awareness, brand image to meet the differentiated and individual needs of tourists, let their products and service could be effectively identified and distinguished in the fierce competition, and obtain higher market share and establish the market leading position.Based on literature review, investigation research and statistical analysis, this paper aims to explore the logical relationship among brand awareness, brand image and tourists’post-visiting behavioral intentions in Wetland Park. Firstly through literature review and summary on brand awareness, brand image, tourists’satisfaction, brand trust, tourists’post-visiting behavioral intentions and previous research models, the paper proposes the research model and hypotheses; Secondly, by analysing the 375 research data with SPSS 18.0 & AMOS 17.0, the hypotheses are examined and the research model is modified. The four conclusions the paper has got are as follows:(1) Brand awareness in Wetland Park includes 2 dimensions, which are brand awareness and brand recognition. Brand image in Wetland Park consists of three dimensions: functional brand image, symbolic brand image, emotional brand image; (2) Tourists’ satisfaction and brand trust have positively significant effect on their post-visiting behavioral intentions. Functional brand image, symbolic brand image and emotional brand image have positively significant effect on tourists’satisfaction. Brand reputation, functional brand image and emotional brand image have positively significant effect on brand trust; (3) Tourists’ satisfaction plays an utterly intermediary role in the relationship of impact of functional brand image, symbolic brand image and emotional brand image; brand trust plays an utterly intermediary role in the relationship of impact of functional brand image and emotional brand image on tourists’ post-visiting behavioral intentions; (4) Tourists with different demographic attributes have significant differences on the perception of brand awareness, brand image, tourists’ satisfaction, brand trust, and tourists’ post-visiting behavioral intentions in Wetland Park. Finally, five management recommendations have been proposed:strengthen brand communication in order to improve brand awareness in Wetland Park; make brand positioning clearly so as to create brand image; creat brand image in order to improve tourists’ satisfaction; enhance brand reputation so as to strengthen brand trust; enhance the level of brand marketing in order to strenghen the possibilities of tourists’ post-visiting behavioral intentions.