Research On The Influence Of The Brand Experience Of Theme Park To The Revisit Invention

Brand experience is the integration of concept of "brand" and "experience".as the core competitiveness of enterprises,the brand has been paid attention all the time.with the advent of experience economy era,brand experience gained attention in academic circles and enterprises.Through the promotion of the brand experience,the enterprise can realize the interaction between the brand and the consumer,and leave a deeper impression the brand to consumers.The theme park is a kind of tourism destination which focus on the experience deeply,therefore if a theme park has a better brand experience,it will be more popular from tourists,and the revisit invention will stronger.Faced with the rapid development of theme parks at home and abroad,the theme park market competition is more intense.The promotion of the brand experience will enhance the theme park to create a stronger brand,and access to core competitiveness.Based on this thoughtfulness,the study selected the influence of the brand experience of theme park to revisit intention as the topic of research.In this study,we made the influence of brand experience of theme park to revisit intention as the breakthrough point.Based on the existing research on brand experience,satisfaction and revisit invention,this study has carried on the deepening.Through a questionnaire survey to the tourists who haven a experience in a theme park,we research the component factors of theme park brand experience,and the impact of brand experience on tourist satisfaction and revisit invention.Through the use of SPSS22.0 software for factor analysis,the use of AMOS 17.0 software for structural equation analysis,the final conclusions are as follows.(1)The brand experience of theme park is mainly composed of five factors,which including "brand sensory experience","brand emotional experience","brand thinking experience ","brand operation experience" and "brand related experience".(2)In the five factors,the sensory experience,the emotional experience,thinking experience,operation experience and related experience have a positive effect on tourist satisfaction.At the same time,this five factors have a positive impact on the revisit invention.In addition,the tourist satisfaction positively affects the revisit invention.The hypotheses in this study are verified all.(3)In this study,the degree of the influence of five factors of theme park brand experience on tourist satisfaction and revisit invention is different.The theme park brand sensory experience the greatest impact on tourist satisfaction.The second is the brand action experience,followed by the brand related experience and emotional experience.The influence of brand thinking experience is minimum.The thinking experience impact on revisit invention greatest.And the effect of the sensory experience is second.The emotional experience and action experience is following.The related experience influence on the revisit invention is minimum.Through the empirical results,this study put forward the corresponding enlightenment,including that creating the tangible brand characteristics to enhanced sensory experience,creating the warmhearted service brand to stimulate the emotional experience,creating the innovative brand design to mobilize the thinking experience;creating the creative brand publicity to stimulate act experience,creating the varied interactive activities to improve related experience.This study recommended the theme park to enhance the brand experience from the sensory experience,emotional experience,thinking experience,act experience and related experience.We hope to provide some guidance for the healthy development of the theme park.