Study On The Effect Of Tourist Destination Brand Image On Brand Loyalty

With the rapid development of society,the tourism has become an important way for people to relax as a result of big life pressure.Especially in recent years,the competition of tourism industry is increasingly fierce along with mature development of it.Each tourist destination recognizes clearly that homogeneous tourism products and services can't meet the personalized requirements of people or make visitors identify it effectively.In fact,the competition in tourism market is competition of brand,so it is an important job for tourist destination to establish a distinctive brand.The brand loyalty of tourists will enhance the competitiveness of the tourism destination and bring good economic benefit.Brand image can also influence brand loyalty,thus measuring the relationship between brand image and brand loyalty has a realistic significance.In addition,the satisfaction may affect the brand loyalty of tourists,but scholars have little study on it.Therefore,putting satisfaction in the research about the effects of tourist destination brand image on brand loyalty will be better.Based on the background above,it combs related theories through reading literature on brand image,satisfaction and brand loyalty.According to the existing results,design the scale of brand image,satisfaction and brand loyalty.The brand image is divided into three dimensiongs including cognitive image,affective image and symbolic image,a total of 14measurement;the brand loyalty is divided into attitude loyalty and behavior loyalty,a total of 6 measurements;satisfaction involves 4 measurements.Then carry out the investigation to collet the date in Hohhot,using SPSS and AMOS software to construct a structural equation model.Research conclusions are as following:(1)cognitive image,affective image and symbolic image have a significant direct positive effect on satisfaction;(2)satisfaction has obvious positive influence on attitude loyalty and behavior loyalty directly;(3)emotional image and symbolic image has a significant impact on attitude loyalty and behavior loyalty directly,but the cognitive image affects attitude loyalty and behavior loyalty through satisfaction indirectly;(4)different demographic characteristics of tourists have differences at the same level of awareness in the cognitive image,affective image,symbolic image,satisfaction,attitude loyalty and behavior loyalty.Based on the conclusion above and actual date from survey,it points out the weak link of brand image building,in order to provide reference for building tourism brand image and improving brand loyalty.