Impact Study Of Brand Image Of Heilongjiang International Skiing Festival On Tourists Loyalty

Entering the 21 st century, people’s living standard have grew gradually and the implementation of the holiday system gave people more leisure time. Qingdao International Beer Festival, the model of "modern Chinese festival", with the distinct theme, party of beer world, has been successfully held for 16 years. August 16, 2014, the 16 th International Beer Festival held in Qingdao, more than 40 theme activities in different areas, lasted for 16 days, including the west coast of Qingdao(golden beach), the fifth International Beer Carnival, etc. Now, lots of sport activities and mega-sport events have become the golden tourism projects, such as the Weifang International Kite Festival, Chung international Skiing Festival, Shanghai F1 Grand Prix,China Open, etc. In addition, ethnic festivals such as the Mongolian Festival has also been welcomed at home and abroad.December 1998, Hei Longjiang Province set up the 1st Hei Longjiang International Skiilng Festival, which was the first international skiing festival in China. Coupled with Harbin International Ice and Snow Festival, it made full use of ice and snow recourses of Hei Longjiang Province. Dec.12,2013, the 16 th Hei Longjiang International Skiing Festival themed as "Skiing with passion, Magic Longjiang", was held in Harbin. It lasted for 6 months seperated into 4 parts,month of early winter warm-up,month of midwinter peak,month of skiing golden time and month of spring vigour. More than 128 kinds of participatory activities including sport events, festivals, tourism and cultural events around the whole provience. With 16’s development, Hei Longjiang International Skiing Festival has been growing into the representives of sport fesetival&events in China, which also build up empressing brand image overseas.Based on this background, this essay explores Heilongjiang International Skiing Festival brand image from the perspective of tourists. So as to study its relationship with the tourist loyalty and influence for the brand image of Hei Longjiang International Skiing Festival theory research related.In this paper, the author studies the impact relationship between Heilongjiang International Skiing Festival and tourists loyalty by using the method of literature review, questionnaire survey method, mathematical statistics and case analysis method. It aims to explore the brand image scale of this skiing festival the relationship with loyalty.Conclusion one:Hei Longjiang Iinternational Skiing Festival brand images can be divided into four dimensions, including tourists affective, price, service quality of tourism, transportation and security.Conclusion two:Hei Longjiang Iinternational Skiing Festival loyalty has positive significant impact on brand image to tourists. Among them, the brand image dimensions: tourists affective, travel cost performance and service quality of tourist loyalty 1 has positive significant impact; Brand image dimensions: tourists affective, price, service quality of tourism, traffic police loyal to visitors 2 has positive significant impact.