A Study On The Impact Of Tourism Crisis Coping Strategies For Brand Asset

Brand equity is an important carrier to accumulate tourism credit and gather tourism assets that is constructed on the consumer’s cognition and belief of tourism destination.It is an important but fragile intangible asset.The creation of brand equity requires many years of painstaking efforts,and the destruction of brand equity requires only a crisis.Especially,due to the tourism industry is highly sensitive and fragile industry,the outbreak of the crisis is enough to ruin a tourism business brand,such as Zhou Shan.super fish" and "super Qingdao shrimp" cheating incident,LiJiang tourists disfigured events and so on being classic case.At the same time,in the era of rapid development of information technology and the rapid spread of negative news,media and consumers are becoming increasingly sensitive to various negative information,and tourism crisis is very common.When well-known tourism brands meet with the crisis PR?How should the relevant departments and management of tourism deal with it?How should the tourist consumers choose?Such problems are urgently to be solved.Therefore,effective response to the crisis of tourism,and resuming and revitalizing the tourism market after crisis,is the real challenge in front of the tourist destination government and tourism related enterprises,and it is also the top priority of crisis management in government departments.The study of the coping strategies of tourist destination crisis has become the basis and key to solve the above problems effectively.Throughout the research results at home and abroad,the study of the tourism destination crisis is less,especially in the tourism crisis coping strategies,but rarely involved.In view of this,this article in the comprehensive analysis of crisis communication theory,crisis theory,stage based search-calibration theory,focus events theory and tourism brand equity measurement model,designed to negative reputation network as the crisis coping strategies of Tourism Regulation variables on tourism brand equity influence mechanism and through the empirical model.The quasi experimental method to collect data,statistical data analysis using SPSS20.0 technology.The experiment proves that:① the tourism crisis coping strategy has a significant protective effect on the brand assets of the tourist destination,and the corrective coping strategy is the best to protect the brand assets of the tourist destination,the information coping strategy takes the second place and the emotional coping strategy shows the worst;②After the crisis of the tourist destination,to take corrective coping strategies and information coping strategies can significantly enhance the original brand assets of tourism destination;③ The negative network reputation has a negative adjustment on the impact of brand assets for different crisis coping strategies of the tourist destination.The above conclusion not only confirmed the mechanism of the different crisis coping strategies on the target brand assets and the adjustment of negative network reputation,but also further validated the conjecture of the negative network reputation will contribute to the tourism crisis.In addition,it will provide a reference for the tourism destination to select the appropriate crisis coping strategies.