Research On The Impact Of Value Co-Creation In Tourism Virtual Brand Community On Brand Preference

The rapid development of information and modern communication technology is making the function of the Internet more and more advanced,cyberspace provides a good communication platform for people,in this network platform,people can share information,exchange views,express ideas,communicate emotions,complete transactions.The Internet not only provides a platform for consumers to participate in the value creation process of enterprises,but also provides unique opportunities for enterprises to utilize the knowledge and innovation potential of their consumers.The development of network technology promotes the emergence of virtual community and the rise of tourism virtual brand community.The advent of virtual communities provides open Spaces and unprecedented opportunities for businesses and customers to collaborate.The opportunities offered by online platforms and consumers' expectations of information intervention make co-creation a reality.Nowadays,the quality of customer experience is more and more important,consumers have become the co-creators of value,especially for tourism enterprises,the quality of customer experience is very important to the operation of enterprise brands.Therefore,tourism enterprises should better understand and master the value creation in the virtual brand community,actively promote customers to participate in the value creation,and bring more novel and personalized experience to customers,so that tourism enterprise managers have new thinking on brand management under the new situation.As an important part of brand management,brand preference is a problem that cannot be ignored by enterprise managers.Tourism virtual brand community is a typical platform for value co-creation.This open interactive space provides opportunities for consumers and enterprises to cooperate and co-create value.Then,under the background of tourism virtual brand community,what is the relationship between customer experience and value creation?How does value co-creation affect brand preference?How can enterprise managers use value creation and customer experience to generate brand preference?This article focuses on these issues.In this article,through a review of the literature and finishing,the tourism value of virtual brand communities create is divided into enterprise by create a spontaneous value and customers to create value,customer experience is divided into information experience,emotional experience and thinking experience three dimensions,and brand awareness,brand preference and emotional brand preference,behavior intention constitute the brand preference,on the basis of constructing the "create value,customer experience,brand preference" theoretical model,and put forward relevant assumptions,through consulting literature and combining with the actual research of the specific circumstances to determine the scale and the empirical investigation of the questionnaire research,Filtered for recycling questionnaire was elected 280 valid questionnaires,finally the data using SPSS23.0 and AMOS20.0 statistical software for various data analysis,the results are as follows:first,tourism under the background of virtual brand communities,with customers the value of the spontaneous has significant positive influence on brand preference,the enterprise of value to create the brand cognitive,emotional preference has significant positive influence,but no significant effect on behavioral intention brand preference;Then,the customer experience is positively influenced by the two dimensions created by value.Thirdly,the three dimensions of brand preference are positively influenced by the three dimensions of customer experience.Finally,in the relationship between value creation and brand preference,customer experience plays a mediating role.Finally,according to the result of empirical study,this paper put forward some for tourism enterprises and tourism brand manager of brand operation of virtual brand community Suggestions:perfect the tourism as the function of the value to create a platform for virtual brand community,attaches great importance to the tourism investment and support of virtual brand community,change the traditional way of brand marketing,attaches great importance to the consumers to participate in the ability to create value,the incentive travel consumers to participate in community interaction,cultivate and promote the expansion of the core members of the community guide function.The conclusion of this study complements some relevant theories and has important practical significance for the brand management of tourism enterprises and virtual brand communities.