Research On The Evaluation Of Tourism Destination Brand Relationship Quality

With the development of social economy,the enhancement of people's life and willingness to travel,China has gradually entered the era of mass tourism.Tourism has become a way of life for people.In order to enhance the competitiveness of tourism destinations and highlight the differentiation advantages of tourist destinations,it has become one of the most important ways to expand tourism market share to all kinds of tourist destinations.What is the brand performance of tourist destination?The domestic and foreign scholars from the perspective of financial indicators,brand equity,brand relation of exploration and research,in the perspective of brand relationship is the brand and its stakeholders contact as a dynamic process of development,trying to explore its regularity and intensity,the research involves the brand relationship types,brand influence relationship quality development phase factor,brand relationship and brand relationship.In this study,fresh Fujian tourism destination brand to brand as an example,with government agencies,brand and consumer relations etc.based on the perspective,attempts to construct the tourism destination brand relationship index system,through the network data analysis of Fujian province municipal government "fresh Fujian brand marketing performance and perceived quality of tourist experience,explore the government to transfer information between the tourists and the brand of the brand experience feedback contact.First,based on domestic and overseas brand relationship quality dimensions,contact the characteristics of the tourism destination brand to build the model of tourism destination brand relationship quality from the perspective of government and tourists.It contains brand quality,brand attribute,brand marketing,brand perception,brand regulatory(government),brand loyalty(tourist).Then using Grounded theory to find specific index from the big data and searching the main characteristics of tourism destination brand relationship quality through ROST Content mining 6.Finally comparing government-tourism destination brand relationship and tourist-tourism destination brand relationship,divided the ten cities into four types:tourists Tourists preference type,government overflow type,balance type and poor development type.It provides reference and basis for the management of other similar tourist destination brands.