Research On Factors Affecting The Value Of The Changbai Mountain Tourism Brand

With the continuous development of global economy, and constantly createconditions for the development of tourism, the tourism industry in the globaldevelopment momentum of rapid. The development of the tourism industry, tourism isbound to cause fierce competition situation. As the improvement of people’s livingconditions, traffic facilities improve, more and more people begin to travel abroad,make the competition of tourism not only exists in the domestic, range is expanded toforeign competition, competition is escalating. If you want a place in the fiercecompetition, the need has its advantages, the tourism resources and project into atourism brand, to create value, attract more tourists. Along with the development ofthe tourism destination branding process, brand value and become the importantmeasure of success for the brand, the brand value of the research is becoming moreand more extensive. The size of the brand value is a series of factors, if master theinfluence of the influence factors of brand value, it is possible to find the enhance thebrand value of the breakthrough. Changbai mountain as the famous tourist attractionsof jilin province, it has grown to a large extent determines the development of jilintourism, to expand the competitiveness of the changbai mountain tourism, enhancebrand value, need to study the influencing factors of changbai mountain tourism brandvalue, so as to find out the way of improvement.Based on the former research on the influence factor of the brand value, putsforward the four types of factors influencing the changbai mountain tourism brandvalue: the core factors and support factors, pull factors, competitive factors. And thenbuild the relationship between four factors and brand value model, core factors andsupport factors, pull factors as independent variables, competitive factors asregulating variable, brand value as the dependent variable. By this research to confirmthe four types of the relationship between the factors and brand value, including thecore factors and support factors, tension factor and changbai mountain tourism brandvalue positive correlation, negative competition factors regulating the first threefactors on the influence of the changbai mountain tourism brand value. In this paper has been to the crowd of changbai mountain tourism as investigation object, collected224valid questionnaires, makes an empirical analysis of the questionnaire datathrough SPSS18.0.Based on the empirical analysis, draws the following conclusions: the corefactors and support factors, growing factors are positive correlation between changbaimountain tourism brand value and relationship; Core factors in addition to thechangbai mountain tourism resources of innovation, the value of tourism commoditiesand changbai mountain tourism brand value, positive correlation was verified, and theappreciation of the changbai mountain tourism resources, richness and uniqueness andhypothesis of changbai mountain tourism brand value; And support factor,constitution factor and sub factors in changbai mountain touris m brand value arepresent positive correlation. For competitive factors adjust action, according to theanalysis of the core competitive factors negative regulating factors, the relationshipbetween constitution factors and changbai mountain tourism brand value, andcompetitive factors for support and changbai mountain tourism brand valuerelationship adjustment validation fails.Based on the above research conclusion, and combining the changbai mountainoneself circumstance as well as to the changbai mountain tourism competitors’reference, this paper puts forward the following measures: changbai mountain tourismbrand value in changbai mountain changbai mountain tourism industry cluster brandwith cultural tourism, improve service quality of service personnel, constructionconvenient traffic and good living environment, extremely strong outside of thechangbai mountain tourism brand promotion, expand marketing channels, integrationof resources to build strong changbai mountain tourism characteristic system,changbai mountain tourism brand management.