| With the rapid development of the tourism industry in China,the market scale has expanded dramatically and the competition has become more intense.In the developed eastern regions,high A-level scenic spots have entered the branding stage.Brand value creation and brand image transmission have become important means for those tourist attractions to cope with market competition.Therefore,for the managers,increasing the degree of recognition of the tourist destinations' brand value has increasingly become a pivotal sector.At the same time,with the advent of the mobile Internet and the era of self-media,brand marketing methods for all walks of life,including the tourism industry,are slowly moving closer to the online.Since the media has been widely used in various marketing channels because of its fast speed,broad audience,strong pertinence and low cost and high yield,it has also been widely used in the marketing of brand value of tourist attractions,which has made it popular among tourists.The brand information reception is gradually shifting to the online.Among them,tourists' self-media communication behavior(especially the participation behaviors such as travel commentary and sharing)occupies a considerable proportion,and gradually plays a prominent role in the various aspects of the brand value recognition of tourist attractions.Meanwhile,the current academic research on the relationship between self-media communication behaviors of tourists and the brand value of scenic spots is still in its infancy.This article is based on those above strategic opportunities,and will systematically discuss the creation of domestic tourism scenic spot brand value,the self-media dissemination of tourists' participation,the recognition of tourist's scenic brand value,and its impact on other issues.It enriches the current research on brand value and self-media dissemination in the tourism industry,also it provides appropriate theoretical references for the management of brand values of current tourist attractions.This article takes the scenic brand value research as a theoretical starting point,and uses self-media communication as a starting point for research.Through its combination with the current tourist participation process,it analyzes the characteristics and implementation process of self-media dissemination.This paper systematically studied the connotation and mechanism of cognition of the value of tourist brands in tourist attractions.The author has collated domestic and foreign research results on brand value management and cognition of scenic spots.Combining with the current domestic classic case analysis and research,constructed a comparatively perfect cognitive model of brand value of scenic spots.At the same time,they reviewed the theory of media communication and related theories of brand communication,and constructed the model of the impact of traditional media on the brand value's cognition of scenic spots.Then based on this case study method,a case study was conducted on the perception of brand value of Zhuquancun from the point of view of self-media dissemination,and the online review data of Zhuquancun was obtained using the Python crawler data capture method.Through content analysis,data processing and statistics,and then from the participants to participate in the self-media dissemination of the Zhuquancun scenic brand awareness of the depth analysis,finally,the construction model is summarized through the rules,and it is elaborated and summarized.This article consists of six parts:The first chapter's introduction clarifies the content basis of this article;the second chapter is the concept definition and theoretical basis,and through the combing of relevant literature,the theoretical model of brand value cognition is summarized;The third chapter is a case study section.Taking Chuquan Village as an example,using the content analysis method,a case study was conducted on the influence of media communication on the perception of brand value of Zhuquancun Scenic Area.The fourth chapter is to sum up the law and promote the theory on the basis of the above case analysis,and to build a brand awareness model of scenic spots using self-media as the transmission route.The fifth chapter combines the above research to discuss and summarize this article;The sixth chapter draws conclusions from the above studies and elaborates the shortcomings and prospects of this article.Through the study of this paper,we have found that the current new media technology has rapidly penetrated the public life.Under such circumstances,compared with traditional media brand communication,the popular and self-reliant nature of the media has enabled it to penetrate into the depth of the relationship chain at the end of the scenic brand communication process-the depth of tourists and other audiences.Through the generalization of its scope of application and the involvement of electronic equipment,the brand communication of the scenic area has been given endless momentum and formed a closed-loop network.Give the scenic brand value propagation and cognition added a virtuous circle.Specifically,in the perspective of the brand value of tourism resorts,there are two dimensions of enthusiasm(communication willingness and content positiveness)disseminated through the media.The loyalty dimension of the brand value of the scenic spot reflects the overall moderately positive cognitive performance in the form of increasing customer satisfaction,expressing the degree of willingness to purchase again,and the possibility of recommending to others.The brand cultural strength of the brand value of the scenic spot shows a positive degree of awareness in the way of improving the internal management level of the scenic spot and enhancing the external competitiveness of the scenic spot brand.In addition,the innovation of this article focuses on the following perspectives:The first is the novel topic,which puts forward new research perspectives and thematic orientation in the area brand value research.Taking the research of the brand value of the scenic area as the theoretical starting point,the connotation and mechanism of the self-media dissemination of tourist attractions on the brand value of the scenic spot are studied.Next is the innovation of the research method.Through the method of Python crawler data capture,sample selection of the self-media dissemination data of Zhuquan Village scenic spot is selected.The content analysis method is used for data statistics and analysis.Finally,case analysis and theoretical promotion and summary are carried out.Finally,the content of the research is as follows:1.The innovation of the brand value model of the scenic spot,through combing innovative literature,puts forward two connotation dimensions of brand value management of the scenic spot--loyalty and brand cultural strength;2.Through case studies,a brand awareness model of the scenic spot embodied in the media dissemination was constructed,and the impact mechanism of the current self-media dissemination on the recognition of the scenic brand value was analyzed.It relied on the breadth,depth,and intensity of self-media dissemination.The two dimensions are the positive degree and influence in the model.In addition,through the model,the differences in the influence mechanism of self-media relative to traditional media on the brand value of scenic spots are also presented. |
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