Study On The Impact Of Experience In Sightseeing Factory Tourism To Tourists’ Brand Cognition And Loyalty Willingness

Sightseeing factories are industrial tourism resources which include abundant industrial culture,creativity,education function,sightseeing value and local characteristics.It is an innovation form for manufacturing industry transforming to service industry,showing new vigor and vitality,developing new growth point for the enterprise products,enhancing the brand influence of industrial enterprises,meanwhile improving the loyalty of tourists.Sightseeing factory tourism offers traditional industrial enterprises a new path of upgrading and transformation.Since 2015,Sightseeing factory tourism has a good trend of development with tremendous potential.Academic cycles,tourism,government departments and related industrial enterprises also attach a great importance to it.Since being in the primary stage of development,there are several problems existing in these sightseeing factories.Such as the lack of initiative for tourism factories,poor tourists experience and insufficient business model innovation etc.In the paper,relevant research literature on sightseeing factory tourism,tourist experience and factory brand are reviewed,as well as defining related concepts.Based on the theory of tourism destination and experiencing economic relating sightseeing factory tourism,the paper defines and classifies the concept and dimension of sightseeing factory tourism.On the basis,the paper builds a four-dimensional model of sensory experience,action experience,emotional experience and thinking experience for the tourists in sightseeing factory.Through questionnaire survey and data analysis and other empirical research methods,the paper trying to explore the relationship between the experience dimension of sightseeing factories and tourists brand awareness and loyalty willingness.Study found that the tourists experience of factory has a positive influence on loyalty willingness,brand cognition,while the thinking experience plays the most significant role among these experience.Meanwhile,the paper explores brand cognition’s impact on tourist loyalty,as a intervening variable.On the basis of the above study,the writer proposes four strategies to promoting the enterprise brand of sightseeing factory,namely,emotional marketing,knowledge marketing,word-of-mouth marketing and social medial marketing,considered the characteristics of sightseeing factories and the influence of touring experience,brand cognition,and loyalty.Besides,the paper puts forward four suggestions to improve touring experience on sightseeing factory:(1)enrich the cultural connotation of touring experience on sightseeing factory;(2)enhance the emotional penetration of touring experience on sightseeing factory;(3)explore the industry beauty of touring experience on sightseeing factory;(4)increase touring project for sightseeing factory,being more entertaining and interesting.