Exploration of Influencing Factors on Brand Image and Brand Loyalty:Evidence from the Destination Brand of Xinjiang Production and Construction Corps  

作　　者：Lihui DENG Shuyi DI Yicheng LI 

机构地区：[1]School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190,China [2]Sino-Danish College,University of Chinese Academy of Sciences,Beijing 101400,China

出　　处：《Journal of Systems Science and Information》2024年第6期804-822,共19页系统科学与信息学报(英文)

摘　　要：Tourism destination branding is an important goal in the development of tourism industry,and brand image and brand loyalty are important components of destination brand equity.Based on analyzing the framework of influencing factors of brand image and brand loyalty in tourism destinations,this paper takes Xinjiang Production and Construction Corps of China as an example,and conducts an empirical study on the influencing mechanism of brand awareness,brand association,brand trust and perceived quality on brand image and brand loyalty in tourism destinations by constructing a structural equation model.We find that brand awareness,brand association,and perceived quality have positive effects on brand image and brand loyalty,and some of these effects are mediated by brand trust.In addition,we find that tourists’subjective experience,as reflected by tourists’age and frequency of travel,moderates each of the influences on brand image and brand loyalty differently.This study enriches the theory of tourism destination research and provides a basis for the improvement of tourism destination brand.

关 键 词：tourism brands tourist destinations brand image brand loyalty 

分 类 号：F59[经济管理—旅游管理]