Research On The Perception Of Tourism Destination Brand Dispute Having Effect On Tourist Attitude

Since the 1990s,under the "blowout" situation in the tourism development trend,each area began to actively develop cultural tourism resources,build destination brand,set up regional tourism image and promote economy witn the aid of a big background which is that culture builds the stage,economy act in the opera.However,due to the historical and realistic reasons,some regions have niche and ownership overlap of important tourism resources with other regions,among which the fight for historical celebrities resources is the most common,and the contest for the celebrities hometown performed as the most obvious and direct one.According to incomplete statistics,there are more than one hundred cases about celebrities hometown contest all over the country since 2000.While the dispute of celebrity tourism resources meet the demand of local government to attract tourists eyeball and marketing campaign,but it will have big negative effects in the long term.At present,the dispute of celebrities hometown has formed unhealthy fashion which is like acting first and reporting afterwards,haphazard funding,cybersquatting.The excessive competition of the culture tourist resources affected the orderly development of regional tourism,caused repeated useless development of tourism products,formed a certain amount of waste,influenced the effective integration of regional resources,misled the public and hinderd the spread of culture and tradition,and so on.Currently,tourism industry and academic circles focus their views and researches on the situation,reseons,influences and solutions of tourism resources contention and destination brand dispute.Even if that battle has continued for a long time,but the study of the impact has been given priority to the research of economic and social impact with qualitative method.In fact,the dispute of tourism resources and destination brand is the controversy of tourism economy,which faces with the market,tourist group is one of the key subject of tourism systerm,the perception attitude of brand dispute has always been a blind research spot.Only with the full understanding of tourist attitude,we can provide better suggestions to destinations about tourism resources planning and development,brand dispute resolution and marketing strategies,this is also the focus and purpose of the paper.The paper takes the Mulan's hometown in Huangpi county,Hubei province as an example and uses the theoretical and empirical reseach methods,the full text is divided into five parts:the first chapter is about paper's writing background,significance,content,innovations,method and framework for the paper story;the second chapter includes the literature reviews of home and abroad,relevant theoretical basis,the main variable definition and related hypothesis model theory basis;the third chapter is based on a brief analysis of the case,and then building the research variables measuring scale,designing a research questionnaire,making a brief introduction of results and the data collection process;the fourth chapter is based on the data that have been collected,use SPSS22.0 statistical software to make an empirical analysis of the related variables;the fifth chapter summarizes the conclusion of empirical research,and put forwards inspiration to the research theme,suggestions on the case to the actual situation,at the same time,it analyzes the limitation and deficiency of the research and future prospects in the angle of the full text.The research conclusions are as follows:(1)the perception of destination brand dispute significantly negatively influences tourist attitude,information dispute perception and experience dispute perception have a significant impact on cognitive attitude,experience dispute perception only have significant impact on emotional attitude and general attitude;(2)the perception of destination brand dispute significantly negatively influences tourism intention;(3)tourist destination attitude significantly positively influences tourism intention,but it has different effect degrees,the cognitive attitude is higher than emotional attitude and general attitude;(4)the mediation role of cognitive attitude between the perception of destination brand dispute and tourism intention is tenable;(5)tourists properties significantly affected tourist destination brand dispute perception,including the level of education and the travel frequency,which is the most obvious.According to the conclusions and literature reviews,this paper draws some inspirations about connotation,essence,imapacts and solutions of tourism destination brand dispute,and then puts forward three suggestions on the tourism development of Huangpi,the first one is highlighting the theme of Mulan culture,and then mining regional characteristic culture,at last,perfecting the destination marketing systerm.The innovations of this paper are as follows:one is the research angle of view innovation,an empirical study is launched from the angle of tourist perception of destination brand dispute,and then obtaining the result about how brand dispute perception influences the tourist attitude;the second one is the variable definition innovation,based on the theory of marketing,the study developed a new scale of destination brand dispute perception,and draws two dimensions,namely information dispute perc,eption and experience dispute perception;the third one is theory relation innovation,the study verified the relationship among information sources,personal factors,destination attitude with tourism intention,it is concluded that cognitive attitude plays different intermediary role when compared with the other dimensions.