Research On Affecting Of World Heritage Site Brand Value To Tourists Loyalty

World heritage has rich natural resources and high taste of cultural resources comparing with other general tourist destination,it demonstrated its unique charm especially in the history of World Heritage cultural,architectural aesthetics,ecological sightseeing,scientific and economic aspects.In the era of product competition transiting to brand competition,brand value has become the core competitiveness to attract tourists as world heritage sites intangible value.Since China's first World Heritage recognition,China World Heritage reputation increase rapidly at home and abroad,while the number of tourists soared upward.Because of profound cultural heritage,religious worship and other brands of function value,world heritage gradually formed tourist loyalty.Study on the brand value of tourist loyalty started attracting the tourism enterprises,tourism investors and tourism academic scholars'attention.Brand value is the driving factors of tourist loyalty,loyalty is a key tourist brand value formation.This study conducts a questionnaire survey on the world heritage stakeholders perspective,based on the existing research and used world heritage brand value of tourist loyalty as the breakthrough point,studying on factors of world heritages brand value,while brand value effects tourist loyalty and what's the effects.This paper selected world heritage site brand Mount Wudang as the research object to study the world heritage site brand value affect tourists loyalty,which based on the world heritage site world heritage site the perspective of stakeholders.Through factor analysis by SPSS 20.0 software and structural equation analysis by AMOS 17.0 software,it reached the following main conclusions:(1)World heritage site brand value mainly consists of three factors,They are "world heritage site brand resource value","world heritage site brand function value","world heritage site brand emotional value".(2)Under the background of brand of world heritage site,tourist loyalty mainly embodied in the " Tourists revisiting willingness " and "Tourists word-of-mouth recommendation ".(3)The three constituent factors of world heritage site brand value have a significant impact on tourists loyalty.Six hypotheses proposed in the paper are supported.The " Tourists revisiting willingness " impact degree from strong to weak is "world heritage site brand function value","world heritage site brand resource value","world heritage site brand emotional value".while the,Tourists word-of-mouth recommendation " impact degree from strong to weak is "world heritage site brand function value","world heritage site brand resource value","world heritage site brand emotional value".Finally this study put forward some constructive suggestions on promoting the world heritage site brand value and promoting tourist loyalty formation.