The Impact Of Brand Cognition And Perceived Value On Revisit Intention In Tourism Festivals

Under the background of the integration of culture and tourism,the two major industries of culture and tourism have gradually become the "green sunrise industry" that the world's major countries give priority to.The income of residents in various parts of China has increased.The demand for leisure and entertainment consumption has increased.Tourists have paid more and more attention to the cultural attributes of tourism products.With the help of the local custom and scenery of tourist destinations,tourism festivals give vitality to traditional culture,combine culture with situational experience,architectural landscape and rich performing arts,and strengthen the competitiveness of cultural tourism.Relying on the architectural landscape and cultural environment of the film and television base,Hengdian World Studios carries out a series of Spring Festival celebrations,which is welcomed by the local and foreign tourists.However,the survey found that the festival celebrations relying on Hengdian World Studios have not formed a brand and enough tourism influence yet.Subsequent visibility and visitor growth have limitations.Therefore,this paper takes Hengdian Spring Festival Fair as an example,combing the component dimensions of festival tourism brand awareness through literature analysis,studying the relationship between tourists' awareness of festival tourism brand,perceived value and willingness to revisit,so as to provide guidance for improving the festival tourism brand value of Hengdian Spring Festival Fair and brand building.This study constructs a brand recognition model of festival tourists from four dimensions: regional image,brand quality,brand image and brand awareness.Hypothesis tests show that these factors can positively affect the perceived value and revisit intention of tourists.Therefore,this paper designs the strategy of brand promotion from four aspects: improving the popularity of festival brand,improving the quality of festival tourism brand,rebuilding the brand image of festival tourism,and integrating and utilizing the brand resources.This paper also has some problems.In future research,we can expand the willingness to revisit into the behavior intention of festival tourism,and make a deeper demonstration from the dimensions of satisfaction,recommendation willingness or post-tour evaluation to improve the significance of the research content.