游客感知主题公园品牌转化行为影响因素探讨

The Perception Factor of tourist's Switching Behavior to Theme Park' Brand

随着主题公园增多以及同质化趋势增强,主题公园之间的竞争日益加剧。主题公园之间的竞争实质是不同品牌之间的竞争,伴随着主题公园的发展和激烈的市场竞争,游客发生主题公园品牌转换行为也日趋频繁。对游客发生品牌转换行为的主要影响因素进行分析,可为经营者在激烈的竞争中保持顾客及提高顾客的忠诚度提供决策依据。本文对国内外关于品牌转化因素和理论以及主题公园品牌研究做了概述,分析总结了游客感知主题公园品牌转化影响因素,并针对主题公园品牌游客转换行为的影响因素提出了主题公园管理的对策建议。

With the development of theme parks,which represents a multi-million-pound industry worldwide,research on the assimilation of theme parks becomes more and more important.The conversion behavior of visitors to theme parks becomes more frequent and the managers will lose many chances if they have no idea on which factor will influence such behavior.So it is necessary to find the deep reasons and influences cause the tourists conversion behavior,to keep the customer and improve customer loyalty in the fierce competition,the operator should monitor these factors better.The paper analyse the factors that cause tourists switch brands based on the perception theory,and find the key factors,the paper puts forward suggestions and advices that improving visitors＇ loyalty according to the results.