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Study on Brand Value of Travel Agency

Author: YangLinAn
Tutor: XiaZanCai
School: Hunan Normal University
Course: Tourism Management
Keywords: Travel agencies Brand value Visitor Travel Suppliers
CLC: F273.2;F224
Type: Master's thesis
Year: 2009
Downloads: 339
Quote: 0
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Abstract


Brand value beyond the value outside the corporate entity and the product is a potential profit and revenue for travel agents . But our travel agency brand value conscious awakening late in travel agency brand value is only in the exploratory stage management and enhance brand value and market requirements , the tourists expectations are a far cry from . Of this research is to study the travel agency 's brand value from two aspects ( the perspective of tourists and travel suppliers ) . First review of brand value, brand value of tourism enterprises , travel agencies , brand value and other research on the basis of analysis of the contents of the travel agency brand value , build a conceptual model of tourists ( travel suppliers ) based travel agency brand value ; Secondly, we discussed the four dimensions of the value of the travel agency brand affect visitors to the brand value of performance ( perceived value and repurchase intention ) and how to affect the performance of the brand value of travel suppliers ( intention to cooperate and cooperation ) ; confirmed by empirical . Finally , according to the research results of the specific measures and recommendations of the travel agency management and enhance brand value . Research using methods such as interviews and questionnaires , select the city of Changsha City , Hunan Province , six well-known international travel agencies as a sample selection of the six International Travel travel more than 200 tourists and 59 six travel agencies travel providers the supplier questionnaire measuring and interviews . According to the empirical results , the main conclusions drawn are as follows : 1 , based on the tourists travel agencies , including the brand value of the contents of four dimensions : brand association , brand awareness , perceived quality , brand satisfaction and loyalty . Brand value content based travel suppliers , travel agencies , including the four dimensions : brand association , brand awareness and perception of the co-operative attitude , brand satisfaction and loyalty . 3, based on the four dimensions of tourists travel agency brand value perceived value and repurchase intention tourists have a significant impact , including the greatest impact perceived quality . Intention to cooperate and co-operation of travel suppliers , based on the four dimensions of the travel agency brand value of travel suppliers have a significant impact , brand awareness .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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