Volume 29, Issue 1
DOI: 10.24205/03276716.2020.54
PSYCHOLOGICAL COGNITION AND PERCEIVED VALUE OF TOURISTS IN BRAND BUILDING OF TOURIST ATTRACTIONS
Abstract
The top tourist attractions in China are competing to build a good brand image among tourists. Focusing on the perceived value of tourists, this paper systematically discusses the brand building and value creation process of tourist attractions, and analyzes the impacts of brand building on the experience and psychological cognition of tourists. A scenic area in southern China’s Guangdong province was cited as an example. The frequently used words were extracted from tourists’ comments on the scenic area by Python, and subjected to word frequency and network structure analysis with ROSTCM software. The results show that loyalty and cultural identity are the two key elements in tourists’ psychological cognition system of the tourist attractions; the two elements can be subdivided into five factors, namely, customer satisfaction, recommendation willingness, repurchase rate, internal management, and external competition; high-frequency words of the tourist attraction are closely related to each other, forming a relatively stable network structure; the brand building can reduce the dissatisfaction of tourists, and enhance their loyalty and cultural identity for the tourist attraction. The research results provide scenic areas with valuable ideas on improving their attractiveness to tourists.
Keywords
Tourist Attractions, Brand Building, Tourist Experience, Psychological Cognition.