A Loyalty Model Based Study On Brand Value Enhancement Of Tourist Destinations In Jinzhou

With the rapid development of tourism,the competition among tourism destinations has become more and more intense.Branding of tourism destinations has become one of the important ways to enhance tourism competitiveness and promote regional economic growth.At the micro level,brand,as an important intangible asset of enterprises,is a personalized expression of industrial development;at the macro level,tourism branding can drive the economic efficiency of tourism industry and promote the overall growth of regional economy.At present,many local governments are actively promoting destination branding strategies.Through the implementation of branding strategy,the effective integration of regional resources can be realized and the overall level of tourism industry can be improved.However,in the process of branding,there are still problems such as blindly copying other successful tourism destination brands,ignoring regional humanistic characteristics and blindly catering to the market.Therefore,how to stand out among the homogenized tourist attractions and create a differentiated tourism brand of their own has become a bottleneck problem for tourism brand construction and development.This study seeks to explore more effective methods for tourism branding in Jinzhou,to solve the current situation of low branding of Jinzhou tourism destinations,and to provide a series of constructive suggestions for Jinzhou tourism managers and operators to promote better and faster development of Jinzhou tourism.Firstly,through extensive literature reading and analysis,this study constructs a research model and puts forward relevant research hypotheses.Secondly,the questionnaire was designed according to the research model and hypothesis,and the overall quality of the questionnaire was optimized by deleting unsatisfactory items through pre-study and reliability and validity analysis of the returned questionnaires,which provided sufficient preparation for further analysis of the research data.After that,formal questionnaires were distributed,and the collected data were subjected to descriptive statistical analysis,reliability analysis and validity analysis fit test of the proposed conceptual model through Spss21.0.It was tested for the significance of path coefficients and loading coefficients using structural equation modeling.The results show that for the theoretical hypotheses,brand awareness has a significant positive effect on brand image,brand recognition has a significant positive effect on brand image,brand trust has a significant positive effect on brand image,brand quality has a significant positive effect on brand image,and perceived quality has a significant positive effect on brand image.In addition,the empirical results of this study show that gender,education level and occupation have no significant effect on tourist perceptions and satisfaction,but age,income level and area of residence all have some effect.Finally,this study summarizes the actual situation of tourist loyalty in Jinzhou tourist destination and concludes that tourist loyalty plays an important role in brand promotion of Jinzhou tourist destination.The government should pay attention to tourist loyalty and develop new tourists on the basis of maintaining the existing ones to achieve the long-term orderly development of tourism.It also puts forward the countermeasure suggestions of people-oriented,scientific development of tourism source market;strengthening publicity and promotion to improve tourism awareness;strengthening local tourism industry management to improve service level;scientific and reasonable planning to utilize sustainable natural resources;and integrated planning to carry out territory-wide marketing.