The Tourism Destination Brand Equity Modeling Study In Wuyuan:A Perspective Of Visitors

With the boom of tourism economy,the competition between tourism destinations is gradually intensifying,especially between similar tourist destinations,due to the homogeneity of tourism resources,the attraction of tourist destinations with previous resource endowments gradually decreased,homogeneous competition between destinations is fierce.On the other hand,in order to attract tourists,Destinations do a good job of publicity and marketing,it is making tourism destination information gradually increase.With the increase of residents' travel expenditure on tourism and the accumulation of tourism experience,people have higher requirements on the quality of tourism experience,but in the face of more and more tourist information,people often have a hard time choosing the right destination.The brand strategy is an important means to differentiate the competitors and win the competition not only can highlight their own advantages,but also help establish the image and emotional connection through the brand and tourists,and then obtain a competitive advantage.The beginning of the 1990 s,branding theory was introduced into the research of tourism destination,in recent years,scholars at home and abroad have studied the branding of tourism destinations from different perspectives,have achieved fruitful research results.However,research on destination brand assets is still at an exploratory stage both at home and abroad.Scholars at home and abroad have studied and analyzed the concept of destination brand equity,the dimensions of the composition of the destination brand,and the relationship model between dimensions from the perspective of tourist perception.At present,no consensus has been reached.This article selects " The most beautiful country in China "-Wuyuan as the case destination,learning from Aaker,Keller and other scholars' brand equity theory,and learning four dimensions that are more recognized by scholars at home and abroad,At the same time,combining the actual situation of Wuyuan destination,this article build a five-dimensional brand equity model that includes brand awareness,brand image,brand quality,brand value and brand loyalty.Based on the perspectiveof tourists' perceptions,the paper studies the questionnaires for tourists.The questionnaire items are based on the representative achievements of the predecessors and combined with the actual situation of the tourism sites in the source.Finally came to the conclusion: Based on the perception of tourists,the brand assets of Wuyuan tourism destinations contain five dimensions,and the dimensions have mutual influence,the popularity of destination brands has a significant positive impact on brand image and brand quality,and the destination brand image has a significant positive effect on brand image,the quality of the destination brand positively influence the brand value and brand loyalty,the value of the destination brand significantly influences the brand loyalty.There is a certain logical relationship between the five dimensions,and the promotion of destination brand assets requires five dimensions to work together.This paper theoretically enriches the research on tourist destination brand equity based on tourist perception,and enriches the research on the dimension composition of the destination brand asset and the relationship model between dimensions;In practice,reasonable suggestions have been put forward for the development of brand-name tourism in Wuyuan Tourism,which provides a certain reference for the construction of destination brands.