A Study On The Brand Attachment Of South Korean Tourist For Zhangjiajie National Forest

In recent years, according to the development of the tourist industry, the tourists from the South Korea have become the first largest inbound source to China, and the number of South Korean visitors in China is increasing year by year. Meanwhile, owing to the boosting of the diplomatic relations in both countries, Zhangjiajie National Forest Park hence is rising the so-called "Korean Wave". As the first national forest park founded in China, Zhangjiajie National Forest Park has the great significance to the development of tourism, which is abound with the unique scenery resource and folk customs and culture, appealing the vast majority of tourists to visit. Last decade, Zhangjiajie National Forest Park has been committed to the rapid and stable development in the market to the Korean tourists, however due to the insufficient quantity of tourism infrastructure and the unfulfillment software services; it is the primary product of service aiming at sightseeing trip, which is urgent to promote the benefits of quality and comprehensive efficiency. Under the circumstances, it could not indentify the diversity between destination and competition efficiently, if the method of publicity and marketing was only the beautiful natural scenery. Therefore, it is of great strategic significance that forming the strong brand relationship between tourists and tourism destination and maintaining the tourist brand loyalty.The thesis based on the theory of brand attachment, according to the consultation of the professionals, which aimed to establish the dimension of tourists, brand attachment by the dimension of brand functionality and brand peculiar charm, in which the dimension of brand functionality was divided into 12 measurements, and the dimension of brand peculiar charm was divided into 7 measurements, in the end, it analyzed the empirical research to the South Korean tourists in Zhangjiajie National Forest Park.The thesis adopted the questionnaire inquiry as method, using the descriptive statistics and analysis, factorial analysis, variance analysis, correlation and regression analysis as approaches, initiated the on-site investigation in the South Korean tourists which were visiting Zhangjiajie National Forest Park, hence draw the conclusions as followed.1) The age of tourists was mostly between 41 to 60, therefore serious aging and single-market made it hard to exploit, vast majority of the tourists were women and freelance, whose education backgrounds were mostly Senior High School and university graduated, while their visiting time was 4-7days, aiming to experiencing the exquisite landscapes of Zhang Jiajie.2) The investigation of the dimension of brand has showed that the tourists generally thought the view was gorgeous and the tour route and time for travelling were well designed, adding the comfortable accommodation and the reasonable travel expenses, as well as the friendly staff members. Nonetheless they were not comfortable with the climate and inconvenient traffic, the unclear Korean signs, the communication obstacle of tourism interpretation, meanwhile the local food could not fit their dietary habits, in addition, the poor sanitation of scenic spot and unhappy shopping experience, as well as insufficient tourism product all existed.3) The survey of the dimension of brand peculiar charm has revealed that the tourists generally considered highly satisfied with this activity and the outstanding brand advantage of Zhang Jiajie made them feel expectations exceeded, hence willing to travel again and recommend it to their relatives and friends, meanwhile, travelling with the elders made them feel the promotion of their filial piety and personal value, regarded this tour for more valuable.4) The correlation analysis of the dimension of brand functionality and peculiar charm indicated that the satisfaction of brand functionality has positive impacts on the brand peculiar charm, which means the more satisfaction of functionality, the more satisfaction, the more expectation, the more revisit intention and recommend intention of tourists.Therefore, the thesis aiming at above problems, put forward the following countermeasures and suggestions, such as building the brand core product of Zhangjiajie National Forest Park, promoting the level of infrastructure and management services, cultivating the brand attachment of the South Korean tourists to Zhangjiajie National Forest Park by brand marketing and ect.