Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region

The 10 ASEAN CAssociation of Southeast Asian Nations） countries in Southeast Asia have been united for ASEAN community in 2015. Thailand is one of the members who take health and wellness tourism responsibility about tourism and product information, and health and wellness tourism standardization. Therefore, the researcher has studied in health tourism image in Thailand and ASEAN, because the image is significant cost to promote health and wellness tourism. They are factors that influence image management and also image attributes about health and wellness tourism in Thailand and ASEAN countries. In this study, the author aimed at the examination of influenced factors and the attributes for Thailand＇s and ASEAN＇s images of health and wellness tourism management and finding out the relations among cognitive, affective, and brand engagement in Thailand and ASEAN. This research could be used as guideline information for creation of plans and governmental policies of health and wellness tourism of Thailand and ASEAN region as well. The data obtained in this study included overall image and destination brand engagement, or personal engagement through way of life and daily life of Southeast Asian people. Southeast Asia has its uniqueness according to its slogan ASEAN Southeast Asia： Feel the Warmth. This is considered as one of unique activities in health and wellness tourism. Tourists can have their direct experiences with unique tradition of each nation.

Research on the Promotion Path and Strategy of Regional Tourism Brand of Jinan-Tai'an Urban Integration from the Perspective of Marketing

In order to enhance the comprehensive competitiveness of the city,Shandong Province put forward the development strategy of Jinan-Tai’an urban integration.Based on the perspective of tourism marketing,the regional tourism brand of Jinan-Tai’an urban integration is created to promote the development of regional tourism in Jinan and Tai’an and further promote the integrated development of Tai’an and Jinan.Based on the analysis of the tourism resources and the characteristics of tourist source market in Tai’an and Jinan,as well as the in-depth study of successful cases at home and abroad,the path and countermeasures to promote the development of regional tourism in Tai’an and Jinan are summarized from the perspective of marketing.

A Study on Brand Personality of Coastal Tourism Destinations:Text Mining Approach

As the core element of the brand,brand personality is closely related to the personality of tourists.Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness.Through text analysis,the content of the online review content of three coastal tourist destinations in Yalong Bay,Silver Beach,and Gulangyu Islet were analyzed.The brand personality of coastal tourist destinations was identified from the perspective of tourist perception,and the selected 3 coastal tourist destinations were identified by correspondence analysis.Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of“elegance”and“benevolence”,but different coastal tourism destinations have their own distinct and unique brand personalities.On this basis,directional suggestions for the development of brand personality in coastal tourism destinations are given.

Research on Tourism Brand Mascot Promotion

With the development of China’s tourism industry,the promotion of tourism brand mascots should be further optimized.By improving the promotion of tourism brand mascots,the connotation of tourism can be effectively expanded,so as to attract more consumers to participate in tourism activities.Promoting the mascots of tourism brands from different angles and levels will help increase the popularity of tourism brands and enhance people’s understanding of the culture and connotation of tourism brands[1].Therefore,this article will discuss the promotion of tourism brand mascots and put forward several strategies for reference.

Research on the Brand Construction of Agritourism Enterprise in Chongqing

Agritourism is a modern agricultural model,which is combination of agriculture and rural tourism. Its goal is to carry on the culture of farming and achieve economic efficiency. To achieve this goal,brand building is very important. However,most companies have the same goods and services in the development process. Managers lack brand awareness,and enterprises lack core competitiveness. To solve these problems,the agritourism enterprises must change their management concepts,establish brand awareness,improve quality of service,increase the cultural connotation of products and services,and strengthen marketing efforts to achieve the overall improvement of modern agricultural brand.

Research on Brand Construction of Cultural Tourism in Hebei Province

Hebei Province has witnessed fast cultural tourism development for its abundant cultural resources,however,in local tourism market,distinctive cultural tourism brands with strong competitiveness have not been established yet because of poor industrial chain of its cultural tourism,multiple management,and poor cultural tourism atmosphere. Current construction of cultural tourism brands in China focuses on development of multiple products,stereo marketing and propagation,expansion of tourism industry chain,and academic researches. On this basis,considering cultural characteristics and tourist needs in Beijing,Tianjin and Hebei,cultural tourism brand of Hebei was defi ned as "Cultural Recreation and Enjoy Touring in Hebei",and concrete measures were given for establishing the brand building model.

Socio-Economic Brand ＂Carpathians＂ in the Context of Tourism Industry Development in Countries of Central and East Europe

Brand in terms of strategy is a way of relationships between the organization and its target groups, aimed at removing a priori existing conflict. Therefore, formation of a new socio-economic brand ＂Carpathians＂, which joins a mountain system in the eastern part of Central Europe, Ukraine, Hungary, Poland, Slovakia, Romania, Serbia, and Austria, will help create a new image of Carpathians and implementation of programs aimed at the increase of investment activities, building confidence to domestic producers and creating programs to attract tourists to the most profitable tourist areas, in particular.

Emotionally Resonant Branding: The Role of AI in Synthesising Dynamic Brand Images for Artists in the Music Industry

Artificial Intelligence (AI) expands its recognition rapidly through the past few years in the context of generating content dynamically, remarkably challenging the human creativity. This study aims to evaluate the efficacy of AI in enhancing personal branding for musicians, particularly in crafting brand images based on emotions received from the artist’s music will improve the audience perceptions regarding the artist’s brand. Study used a quantitative approach for the research, gathering primary data from the survey of 191 people—music lovers, musicians and music producers. The survey focuses on preferences, perceptions, and behaviours related to music consumption and artist branding. The study results demonstrate the awareness and understanding of AI’s role in personal branding within the music industry. Also, results indicate that such an adaptive approach enhances audience perceptions of the artist and strengthens emotional connections. Furthermore, over 50% of the participants indicated a desire to attend live events where an artist’s brand image adapts dynamically to their emotions. The study focuses on novel approaches in personal branding based on the interaction of AI-driven emotional data. In contrast to traditional branding concepts, this study indicates that AI can suggest dynamic and emotionally resonant brand identities for artists. The real time audience response gives proper guidance for the decision-making. This study enriches the knowledge of AI’s applicability to branding processes in the context of the music industry and opens the possibilities for additional advancements in building emotionally appealing brand identities.

Coupling and coordination relationship of tourism inclusive green growth system:Evidence from Shandong Province

Sustainable growth is a prerequisite for high-quality development,and inclusive green growth is regarded as an important way to realize sustainable growth.This paper constructs a tourism inclusive green growth index(IGGI)system based on the 2018 Asian Development Bank IGGI.Using Shandong Province from 2017 to 2019,the entropy weight method is utilized to explore the degree of coupling and coordination among the subsystems of tourism inclusive green growth.The study shows that:(1)the tourism IGGI continues to grow;(2)in the tourism inclusive green growth system,the social equity subsystem shows a trend of steady improvement;and(3)in the system,there is a slight discordance between the economic growth subsystem and the environmental sustainability subsystem.The study aims to provide the scientific basis for the high-quality development of tourism and theoretical support for the field of tourism and environmental sustainability.

Reflection on the Integrated Development of Marine Fisheries and Tourism Based on the Transformation of Fishery Facilities: A Case Study of Ningde City of Fujian Province, China

Based on the analysis on the current situation of marine fishery resources and development in Ningde City,this paper plans a spatial pattern for the integration of marine fishery and tourism of the“one belt,three zones,and multiple points”,designs key projects,analyzes the existing problems in the integrated development of fishery and tourism,and proposes relevant countermeasures and suggestions.

How Sense of Ritual in Tourism Impacts Tourists’Co-Creation of Tourism Experience Values:A Study Based on the Theory of Value Co-Creation

Establishing a sense of ritual within tourism consumption scenarios offers tourists the opportunity for interactive engagement.Drawing upon the value co-creation theory,this study constructed an influence mechanism model to examine tourists'active engagement in the process of co-creating tourism experience values.It employed Partial Least Squares Structural Equation Modeling(PLS-SEM)to empirically test the proposed hypotheses.The findings demonstrate that the model constructed in the present study exhibits robust reliability,validity,and explanatory power.The perception of the sense of ritual in tourism exerts a significant positive influence on tourists’co-creation of tourism experience values,thereby significantly enhancing both the communitas and flow experienced by tourists during their travels.Moreover,such communitas and flow can mediate the influence of the sense of ritual in tourism on tourists’co-creation of tourism experience values.This study contributes to advancing the current research on tourists’co-creation of tourism experience values and the sense of ritual in tourism,thereby providing theoretical foundations for cultivating a sense of ritual within tourism consumption scenarios.

Research on the Enhancement of Chongqing Cyberpunk Cultural Tourism Experience under the Background of Culture and Tourism Integration

As a new trend in tourism and cultural development,the integration of culture and tourism is capturing the zeitgeist with its unique charm.In this context,various regions have explored distinctive cultural tourism resources and created unique tourism brands through in-depth exploration and innovation of local culture.Chongqing,with its unique geomorphological features and distinctive architectural style,retains the deep flavor of traditional Chinese culture while cleverly integrating the futuristic sense of modern technology.This combination aligns perfectly with today’s popular Chinese cyberpunk style,making Chongqing an ideal place for the development of cyberpunk cultural tourism.This article investigates the history of cyberpunk culture and its current development status in Chongqing through a literature review.It then discusses the feasibility of developing cyberpunk cultural tourism in terms of social and cultural development needs and market demand.Based on a survey of cyberpunk tourists’experiences,the article deeply analyzes the existing problems of cyberpunk cultural tourism in Chongqing and proposes corresponding experience enhancement strategies,aiming to provide references for the development of cyberpunk cultural tourism in Chongqing Municipality.

Analysis of Southern Taihang Tourism Production and Research on Brand Marketing Strategy based on SWOT and PST

Under the new normal economic environment, the traditional tourism faces competition, but also new opportunities in the emerging service industry. Thus, to enrich the expanding tourist market is a powerful guarantee of industrial development. Market research is based on binding to the marketing environment analysis to determine the product＇ s marketing strategy in order to better expand the market space. In this paper, SWOT method and PST tourist area on the South Taihang existing tourism products for analysis, several strategies Taihang Xinxiang south of brand marketing.

Enhancing transboundary natural tourism resources governance:unveiling the spatial pattern and its influencing factors

Tourism resources that span provincial boundaries in China play a pivotal role in regional development,yet effective governance poses persistent challenges.This study addresses this issue by constructing a comprehensive database of transboundary natural tourism resources(TNTR)through amalgamation of diverse data sources.Utilizing the Getis-Ord Gi^(*),kernel density estimation,and geographical detectors,we scrutinize the spatial patterns of TNTR,focusing on both named and unnamed entities,while exploring the influencing factors.Our findings reveal 7883 identified TNTR in China,with mountain tourism resources emerging as the predominant type.Among provinces,Hunan boasts the highest count,while Shanghai exhibits the lowest.Southern China demonstrates a pronounced clustering trend in TNTR distribution,with the spatial arrangement of biological landscapes appearing more random compared to geological and water landscapes.Western China,characterized by intricate terrain,exhibits fewer TNTR,concurrently unveiling a significant presence of unnamed natural tourism resources.Crucially,administrative segmentation influences TNTR development,generating disparities in regional goals,developmental stages and intensities,and management approaches.In response to these variations,we advocate for strengthening the naming of the unnamed transboundary tourism resources,constructing a geographic database of TNTR for government and establishing a collaborative management mechanism based on TNTR database.Our research contributes to elucidating the intricate landscape of TNTR,offering insights for tailored governance strategies in the realm of cross-provincial tourism resource management.

Development of Rural Tourism Industry under the Background of New Rural Construction : A Case Study of Henghe of Boluo County in Huizhou City

Henghe Town in Boluo County of Huizhou is taken as the research object for analysis.The research and analysis on the tourism industry in Henghe Town of Boluo County are conducted,and the basic situation of rural tourism construction in Henghe Town is sorted out.The forms of tourism industry in Henghe Town and the problems in rural tourism development are identified,and some targeted suggestions and countermeasures are proposed.It hopes to provide ideas and references for the construction of beautiful rural areas in mountainous areas of Guangdong Province,and theoretical reference and practical significance for the development of rural tourism in mountainous areas of Guangdong Province.

Spatial Differentiation and Convergence Trend of High-quality Development Level of China’s Tourism Economy

This paper aims to interpret the connotation of high-quality development of tourism economy(HQTE)from the perspective of the new development concepts of innovation,coordination,green,openness and sharing,and then to evaluate the spatial differenti-ation of China’s HQTE based on provincial panel data from 2009 to 2018.Specifically,we employ the spatial convergence model to ex-plore the absolute and conditionalβconvergence trends of HQTE in the whole country and the eastern,central and western regions of China.Our empirical results reveal that:1)within the decade,from 2009 to 2018,regions of China with the highest HQTE index is its eastern region followed by the central region and then the western region,but the fastest growing one is the western region of China fol-lowed by the central region and then the eastern region.2)Whether or not the spatial effect is included,there are absolute and condition-alβconvergence in HQTE in the whole country and aforementioned three regions.3)The degree of government attention as well as the level of economic development and location accessibility are the positive driving factors for the convergence of HQTE in the whole country and the three regions.The degree of marketization and human capital have not passed the significance test either in the whole country or in the three regions.The above conclusions could deepen the understanding of the regional imbalance and spatial conver-gence characteristics of HQTE,clarify the primary development objects,and accomplish the goal of China’s HQTE.

A Study on the Role of Tourism in Enhancing Personal Mental Health in the Post-Epidemic Era

With the advent of the post-epidemic era,a great wave of tourism has been ushered in everywhere.The relationship between tourism and mental health has become a hot topic in society.This paper investigates the enhancement of people’s mental health after tourism through social survey.Using Hangzhou as the sample collection site,this paper conducted a study on the role of tourism in enhancing personal mental health through descriptive analysis,factor analysis and structural equation modeling,and further specifically analyzed the role of mediating variables.The results showed that:(1)The purpose of tourism is to relax and relieve stress,and the effectiveness of tourism is mainly reflected in the alleviation of emotional conditions;(2)Factor Analysis reduced the dimensionality of personal mental health indicators,and finally obtained four factors,among which the comprehensive behavioral ability and physiological manifestation had the best improvement effect after tourism;(3)The structural equation model shows that the enhancing effect of tourism on mental health originates from the factor of inner psychological characteristic,and this factor works through two paths:Inner Psychological Characteristic-Social Adaptability-Physiological Manifestations-Enhancement of Mental Health by Tourism,and Inner Psychological Characteristic-Comprehensive Behavioral Ability-Enhancement of Mental Health by Tourism;(4)Tourism has an enhancing effect on personal mental health,and the enhancing effect is most significant among the middle-aged and young people who are unmarried and do not have children yet.These results have been reasonably analyzed and explained,and relevant suggestions are put forward.

Spatial and Temporal Differences of Climate Suitability of Ice and Snow Sports in Major Ski Tourism Destinations in China

Ice and snow tourism in China has grown significantly since the country successfully hosted the Beijing Winter Olympics.Climatic conditions profoundly impact the development of ice and snow tourism;however,most studies have focused on constructing different climate suitability indicators for ice and snow tourism to evaluate individual regions,lacking horizontal comparative studies across multiple regions.This study aims to enrich the connotation of climate suitability for ice and snow sports,establish an evaluation model based on snowfall amount,temperature,and wind speed,and use daily meteorological data from 1991 to 2021 to horizontally compare the climate suitability for ice and snow sports in major ski tourism destinations in China.This study boasts four major findings:1)the average ice and snow sports climate index of each region decreases over time,and the overall suitability of the climate for ice and snow sports is reducing;2)northern Xinjiang exhibits the most evident regional differentiation from‘very suitable’to‘generally suitable’;3)the spatial zoning of climate suitability for ice and snow sports exhibits heterogeneity,as northern Xinjiang is divided into two‘suitable and above’zones with rotating empirical orthogonal function(REOF).Correspondingly,the four provinces of Hebei,Heilongjiang,Jilin,and Liaoning are divided into three‘generally suitable and above’zones;4)snowfall amount is the main factor affecting the climate suitability of ice and snow sports in the major ski tourist destinations in China.

A NovelMethod for Determining Tourism Carrying Capacity in a Decision-Making Context Using q−Rung Orthopair Fuzzy Hypersoft Environment

Tourism is a popular activity that allows individuals to escape their daily routines and explore new destinations for various reasons,including leisure,pleasure,or business.A recent study has proposed a unique mathematical concept called a q−Rung orthopair fuzzy hypersoft set(q−ROFHS)to enhance the formal representation of human thought processes and evaluate tourism carrying capacity.This approach can capture the imprecision and ambiguity often present in human perception.With the advanced mathematical tools in this field,the study has also incorporated the Einstein aggregation operator and score function into the q−ROFHS values to supportmultiattribute decision-making algorithms.By implementing this technique,effective plans can be developed for social and economic development while avoiding detrimental effects such as overcrowding or environmental damage caused by tourism.A case study of selected tourism carrying capacity will demonstrate the proposed methodology.

Research on the Design of Rural Cultural Tourism Space under the Background of Rural Revitalization: A Case Study of Dujiazhuang Village, Mentougou, Beijing

From the perspective of endogenous development concept,Dujiazhuang Village,Mentougou was taken as an example to explore the development of rural cultural tourism space.The rural tourism resources in the west of Beijing are rich in type and numerous,but the development of cultural tourism is unbalanced and inadequate.Guided by the endogenousconcept and driven by the design of cultural tourism space,rural public space should be as the entry point to integrate the elements of rural resources and create a design that stimulates the endogenous ability of villagers.Culture can promote tourism,and industry can drive the economy to increase income and enhance the villagers'cultural identity.