The Appeal of National Parks:The Impact of National Park Brands on Visitors'Willingness to Visit
National parks have become a symbol of the nation's commitment to ecological civilization,increasingly serving as a global showcase.The construction and influence of these national park brands are growing in importance.However,whether these parks have generated the expected brand attractiveness in attracting public visits has not yet been thoroughly studied.Using Wuyishan National Park as a case study,this research collects data on Points of Interest(POI),visitor comments,and keyword search volumes from platforms such as Ctrip,Amap,Weibo,and Baidu.By employing Structural Equation Modeling(SEM),time series analysis,and bivariate Moran's I analysis,the study explores the spatiotemporal differentiation characteristics of national park brand attractiveness and visitors'willingness to visit.The results indicate that:1)the"Wuyishan National Park"brand's attention is driven by specific time nodes;2)the brand attractiveness of national parks has a significant positive impact on visitors'willingness to visit,with two distinct pathways of influence:direct promotion and indirect promotion through the influence on emotional states and actual experiences;3)there is a synergistic relationship between the spatial distribution of brand appeal and visitors'visitation intentions,particularly in the northeastern part of the park and the northwestern areas outside the park,where a strong positive correlation is observed.These findings can provide valuable insights for the governance of national parks.
万方数据
维普
