A Study On Consumer Evaluations Of Brand Extensions Of The Tourist Attractions Based On Consumers’ Perspectives

The tourist attraction is the core element of the six major elements of the tourism system "food, housing, travel, shopping, entertainment". China’s tourist attractions mainly rely on internal development; the main profitable channels are ticket sales and souvenir sales revenue. For the tourist attractions, the internal resources are relatively limited, including the limitations of space and time. With the increasingly enterprise competitions, more and more companies use brand extension strategy to enter emerging markets. With established brand reputation, the enterprises shorten the time of accepting new products for customers in order to achieve a "multiplier" effect on the markets. The tourist attractions can also use the brand extension strategy, using the existing brands to develop extension product to enter the markets, not only to break through the existing resource constraints, but also be able to break through the existing competitive landscape and increase the tourist attractions’ earning channels.Could the tourist attractions’ brand extension be successful? How to success? It mainly depends on whether the extension products can be welcomed by consumers. How to measure consumers’ evaluation of the extension products? What factors influence their evaluation? That is the problem of this study. Selecting China’s well-known tourist attractions as the research objects, through literature research, factor analysis, correlation analysis, regression analysis and some other empirical research methods, the author conducts the study in consumer evaluations of brand extensions of the tourist attractions.The research results are as follows:I. Consumer evaluations of extension products are affected by "influence of the tourist attraction brand""perceived quality of the tourist attraction brand""perceived relevance of the tourist attraction and the extension product" and "tourists’ experience sense of the attraction". Consumer evaluations of brand extensions of the tourist attractions can be measured in two dimensions:the perceived quality of the extension products and the purchase intention of the extension products.II. All influencing factors of consumer evaluations of brand extensions ("influence of the tourist attraction brand""perceived quality of the tourist attraction brand""perceived relevance of the tourist attraction and the extension product" and "tourists’ experience sense of the attraction") have significant positive impacts on the extension products; they also have significant positive impacts on the perceived quality of the extension products and the purchase intention of the extension products. The factor "perceived relevance of the tourist attraction and the extension product" has the greatest impact.In the study, the brand extension research is extended to the tourist attraction industry; the areas of brand extension research are enriched and expanded. Through empirical research, influencing factors of consumer evaluations of brand extensions are researched; the influencing direction and influencing degree are also researched. The study provides a practical theoretical guidance and data support for the tourist attractions brand extensio.