An Empirical Research on the Factors that Affect Tourism Destination Brand Loyalty and Overall Impression: Evidence from Changji Region in Xinjiang

Abstract

Abstract:

This paper analyzes the key factors that currently affect the tourism destination brand loyalty and overall impression of Changji.The authors investigate the impacts of overall brand association and kinds of brand association on tourism destination brand loyalty and o-verall impression, and also explore the relationship between overall brand impression and brand loyalty.By using structural equation modeling, the authors study the impacts of brand awareness, brand recognition, brand trust, perceived quality and brand association on brand loyalty and overall impression.By using multiple linear regression, the authors study the moderating effect of tourists'age and travel frequency on brand loyalty and overall impression.The research results show that brand awareness, brand recognition, brand trust, perceived quality and brand association have positive influence on the formation of brand loyalty and overall impression.However, their influence strengths are different.Overall brand impression has a significant impact on brand loyalty.In addition, it shows that travel fre-quency of tourists has negative moderating effect on the formation of brand loyalty and overall impression;the age of tourists has positive moderating effect on the formation of brand loyalty and negative moderating effect on the overall impression.

Key words: tourism brand, tourism destination, brand loyalty, overall impression

Li Cuiling, Qin Xuzhong, Zhao Hong. An Empirical Research on the Factors that Affect Tourism Destination Brand Loyalty and Overall Impression: Evidence from Changji Region in Xinjiang[J]. , 2017, 29(7): 82-92.

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