Tourist Destination Brand Experience Research On Tourist Behavior Intention

Along with the increasing competition between the tourist destination, To enhance the competitiveness of tourist destination, it is necessary for the destination brand. Brand experience is the basis of tourists to establish relationship with brand, therefore, managers to system design, brand experience is necessary to help the start of brand relationship, and then guide the behavior of the tourists.This paper comprehensive study tourist destination brand experience, the tourist behavior intention, the relationship between brand. Firstly, the tourist destination brand experience, brand relationship, tourists behavioral intention of literature as a comb; Secondly, from literature reviews, expert interview, research design and variable measurement. And in front of the questionnaire, the questionnaire a pretest, then, for the recycling questionnaire to organize the data. We build the study model of the papers Based on the factor analysis, and use SPSS 19, AMOS21 verification model, and further changes; Again, we get results and offer a proposal based on the results.The results of the study to verify the effectiveness of the proposed research hypotheses, basically the conclusion as follows:sensory and emotional experience has a positive effect on close; Sensory, emotional and operation experience has a positive effect on attachment. On the impact of brand experience on tourists behavior, among them, have significant positive influence on sensory experiences; Emotional experience and experience have indirect effects on its; Close and attachment to tourists behavioral intention have significant positive effects; Part of the brand experience dimension through brand relationship affect tourists behavior, therefore, the brand relationship in which the influence of the major role.