黄海湿地遗产旅游地供给感知对品牌共鸣的影响研究

The Impact of Supply Perception of Yellow Sea Wetland Heritage on Brand Resonance

优化生态旅游地供给结构,引发游客对旅游目的地的品牌共鸣,成为生态旅游地创造品牌价值的必由之路。从黄海湿地遗产旅游地供给感知角度着手,分析其对品牌共鸣的影响,进而探究生态旅游地如何通过供给感知创造游客品牌共鸣。通过对220份有效问卷数据分析,结果发现游客对旅游目的地的旅游产品感知和促销感知会对品牌共鸣的行为忠诚、态度依附、归属感和主动介入产生积极的影响。对于生态旅游地而言,不仅要思考旅游地为游客带来何种品牌形象,而且要关注如何将品牌效应有效传递给游客。这有助于优化和改善黄海湿地遗产旅游地的产品供给,强化旅游目的地宣传推广,为主体经营者和管理者提供理论借鉴和参考。

Optimizing the supply structure of ecotourism destinations and arousing the brand resonance of tourists to tourism destinations has become the only way for ecotourism destinations to create brand value.From the perspective of supply perception of the Yellow Sea wetland heritage,this paper analyzes its impact on brand resonance,and then explores how ecotourism destinations create tourists′brand resonance through supply perception.Through the analysis of 220 valid questionnaire data,the results show that tourists′perception of tourism products and promotion of tourism destinations has a positive impact on brand resonance behavior loyalty,attitude attachment,sense of belonging and active involvement.The conclusion shows that,for ecotourism destinations,we should not only think about what kind of brand image tourism destinations bring to tourists,but also pay attention to how to effectively deliver the brand effect to tourists.The results are helpful to optimize and improve the product supply of the Yellow Sea wetland heritage,strengthen the promotion of tourism destination,and provide theoretical reference for the main operators and managers.