Whether the Consistency of Destination Brand Portfolio Inspires Tourist Loyalty
This study takes the combination of Dayan Ancient Town and Yulong Snow Mountain in Lijiang tourism destination as the research object.Through surveys of tourists and the application of structural equation modelling,this study aims to verify the relationship between the consistency of destination brand portfolio,tourist attitude,and tourist loyalty,as well as the moderating role of self-consistency.The findings show that consistency in brand position has a significant positive impact on tourist attitudes,while consistency in brand personality and landscape has no significant impact on tourist attitudes.In addition,self-consistency only has a positive moderating effect on the relationship between brand position consistency and tourist attitudes.Finally,the consistency of the destination brand portfolio stimulates tourist loyalty through its influence on tourist attitudes.
万方数据
维普
