Research On Brand Loyalty To Historic And Cultural Theme Parks

Since the opening of ShenZhen "Splendid China", which is the first theme park in China, theme parks in China have obtained mushrooming development. However this also brings about fierce competition between various theme parks. In general, whether for each scenic spot, or theme park, the essence of the competition is competing for the tourist market. For one tourism destination, the more target market customer it owns, tourists would be growing more loyalty to it. So the tourism destination is more competitive, and it brings higher revenue-generating benefits. In the research field of brand loyalty, foreign research results are very rich, but the brand loyalty research of theme park is relative lacking. Therefore, in order to promote the development of theme park brand loyalty research, and enrich domestic empirical research of theme park brand loyalty, this paper analyze the relationship between the elements which influence theme park brand loyalty based on tourists perception view.Based on existing research, this paper try to build a assumptions model of theme park brand loyalty. Hangzhou Songcheng historical and cultural theme park is been taken as a case, and AMOS7.0software is used to verify the relationship between the variables in the theoretical assumptions model, thus to know the importance degree of each variables to brand loyalty. Based on the conclusion, the suggestions on how to improve theme park as well as how to cultivate the theme park brand loyalty and relevant strategies are put forward.According to the validation results of theoretical model, the following important conclusion is obtained:(1) In the tourist perceived quality factor, which can influence perceived value, expect for facilities quality perception and personnel service quality perception had not pass the significance test, the rest two factors have positive significant influence on perceived value, and the impact of historical and cultural quality perception on perceived value is stronger than park activities quality perception.(2) In the tourist perceived quality factor, which can influence brand satisfaction, expect for facilities quality perception had not pass the significance test, the rest three factors are verified to produced positive significant influence on brand satisfaction. Perceived value has significant positive influence on brand satisfaction. Among them, the impact of historical and cultural quality perception on brand satisfaction is the strongest, while impact of personnel service quality perception the weakest.(3) Among the factors influencing brand loyalty, the direct action of brand emotion is the biggest. The comprehensive influence of brand satisfaction is the largest, which also explained the brand emotion is to connect the brand satisfaction and brand loyalty.(4) There adds a new path in the model:the positive impact of personnel service quality on brand emotional positive also pass significance test, which indicating that the theme park service personnel service quality is one of the main factors affecting tourists theme park brand emotion.Combining with the research conclusion, this paper puts forward improvement suggestions of theme park and related strategy on how to cultivate theme park brand loyalty.(1)"Tourists demand" should be the guide of developing tourism products;(2)Regulate related products project pricing, and implement tourists satisfactory strategy;(3) Strengthen the service consciousness of staff, improve service quality management;(4) Set up the theme park brand concept, implement brand marketing strategy;(5) Focus on tourists secondary revisit market, improve the revisit rate of loyal groups.