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The Study of the Effectiveness of Brand Communication in Tourism Destination

Author: WuZuoZuo
Tutor: ZhuangZhiMin
School: East China Normal University
Course: Tourism Management
Keywords: Travel Destinations Brand Communication Impact assessment Index Wuzhen
CLC: F590
Type: Master's thesis
Year: 2010
Downloads: 770
Quote: 1
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Abstract

Tourist destination attracting tourists to leave permanent residence, come here for a short stay, visit or leisure place. For tourists, travel decisions affecting their final destination is the packaging made of tourism products. For tour operators, it will only attract tourists to tourist destinations to be able to sell tourism products, to achieve economic income. But how can we attract tourists to come to tour it? Most important first step is to let the tourists get there information about travel destinations, making it the tourists stimulus information into its information processing systems and affect tourists travel decisions. So in this process, in addition to tourism products and service quality, the most important thing is to spread tourism destination brand. Effective brand communication can continue to stimulate the audience's senses, affect his cognitive, and even change his attitude and behavior. However, the cost of brand communication is a high cost, effective period can not accurately measure a process. So in order to make more effective use costs, improve brand communication efficiency, the tourism destination brand communication impact assessment is imperative. Articles from the consumer point of view of information processing, will be divided into four brand communication process: Brand reach, brand recognition and memory, attitude change, behavior change. And use the network questionnaires, the audience were investigated by the relevant data which the dissemination of results of these four processes were evaluated. On the article structure, the text is divided into five sections. The first part is an introduction, summary text explore the issue, research methods and research significance. In addition also related academic research status at home and abroad has combed for text in theory and research ideas on the foundation. The second part is about the destination brand communication impact assessment indicators research. Major components of brand communication from the point of view of the spread of the subject, audience, communication content and transmission characteristics. Dissemination of results expounded the principles of evaluation indicators and evaluation methods selected. Although various elements are more or less affected the brand communication at all stages of the effect, but the text still selected only a partial measure of the relative importance of the elements and easy to apply effects later evaluation. The third part of the article focuses on as part of the brand over the past decade not only for Wuzhen propagation behavior of the sort, but also from the audience cognition, memory, attitude change, behavior change four aspects to illustrate the effects of tourism destination brand communication. Finally also Wuzhen and Zhouzhuang, Xitang Town in two propagation behavior and propagation effect were compared. The fourth part, in the third part, based on the life cycle from the perspective of the brand, combined with the integration of communication theory, Wuzhen in different regions, in different brands on the life cycle stages of the tourism market brand communication recommendations. Finally, concluding remarks and noted that full questionnaire in writing ideas and statistical shortcomings still exist, and the outlook for the subsequent study proposes. This makes tourism destination brand communication effects realistic assessment and theoretical studies of a certain richness and depth, but because of the complexity of impact assessment indicators, questionnaires and assessment methods remains to be further improved.

The Study of the Effectiveness of Brand Communication in Tourism Destination

Abstract

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