Based On The Perspective Of Tourists, The "Xi'an Year·The Most China" Festival Tourism Destination Brand Equity Dimension Composition And Functional Mechanism Research

With the development of the tourism industry,competition between tourist destinations has become increasingly fierce.The homogenization of tourism destination construction has become one of the bottlenecks restricting tourism development,and brand equity can play a unique role in improving destination recognition and competitiveness.At the end of the last century,brand equity was introduced into the construction and management of tourism destinations.In the study of brand equity,brand equity research based on tourists' perspective used the brand as an emotional bond,focusing on tourist perception and emotion.It has a positive effect on promoting the value of the destination.This paper makes an in-depth study on the brand equity composition and dimension operation mechanism of festival tourism,which is of great significance in enriching the research content of festival tourism and enhancing the connotation of destination brand equity,and provides reference for the management to improve the destination brand building.Based on the perspective of tourists,this paper relies on the concept,dimension and model composition of destination brand equity,and proposes the hypothesis of the existing research by the festival tourism series “Spring Festival in Xi'an-most cultural and traditional”.The destination brand equity can be divided into five parts including:Destination Brand Awareness(DBA),Destination Brand Image(DBI),Destination Brand Perceived Quality(DBPQ),Destination Brand Value(DBV),and Destination Brand Loyalty(DBL).The five dimensions interact to form the purpose the second-order model of local brand equity.This paper uses the mathematical analysis method,using interviews and questionnaires,and uses SPSS24.0 and AMOS22.0 to verify the hypothesis and draw conclusions,which provides opinions for the construction of brand assets of tourism destinations.The results show that the brand equity of “Spring Festival in Xi'an-most culturaland traditional” consists of five dimensions: DBA,DBI,DBPQ,DBV and DBL.The tourism destination brand equity model is a second-order model,that is,the DBA has an impact on the destination DBL through the DBPQ.The DBPQ is a mediator variable,which is not only affected by the popularity of the destination brand,but also affects the DBL and DBV.Among them,DBPQ plays an important role.Therefore,in destination management and construction,visitors should pay full attention to the attitudes of tourists in various festivals,services and tourism products in festivals and tourism activities,and increase tourists' perception of quality to increase tourists' perception of brands.loyalty.DBL is the result variable,which is the core dimension of brand equity.It should integrate all dimensions on the basis of fully satisfying the needs of tourists,and work together to enhance the loyalty of tourism destinations.DBA is an exogenous variable that has a positive effect on promoting visitor awareness,destination management and operators should work together to build destination visibility.