A Research On The Influence Of Tourist Destination Brand Experience On Tourists Loyalty

With the advent of the era of experience economy, the brand management research pays more and more attention to the interaction between customers and brands.Brand experience arises at the historic moment, and received extensive attention of academia and industry.There are many related researches about brand experience.However,most scholars focused on tangible products(such as mobile phones, laptops, beverage, automotive, etc.), web site, hotel, food brand and little attention has been paid to tourist destination brand experience.Tourist destination brand is complex, therefore, there is great exploring space on tourist destination brand experience problems.At the same time, the study has both theoretical and practical value.This article examines tourist destination brand experience as its main theme, and explores its effect on tourists loyalty and the intermediary role ofdestination trust and tourist satisfaction.This paper tests a model that includes tourist destination brand experience,destination trust,tourist satisfaction and tourists loyalty basis on clearing the concept and dimensions of brand experience and trust on tourist destination.The model is tested empirically by sampling visitors from Shaoshan.The result shows:(1)Sensory experience, emotional experience and related experience have significant positive influence on the destination trust, tourists satisfaction and tourists loyalty;(2)The positive influence between thinking experience and destination trust, tourists satisfaction and tourists loyalty are not supported;(3)Behavior experience positively affect tourist satisfaction,but the positive influence to destination trust and tourists loyalty are not supported;(4)Tourist satisfaction positively affect destination trust and tourists loyalty;(5)Destination trust have significant positive effect on tourists loyalty.Finally, this article ends with managerial implications as well as future research directions.