Research on the Influencing Mechanism of Service Quality on Brand Equity toward Real Estate Company

Abstract

China's social economy has seen a rapid and healthy development, resulting in a steady rise in per capita disposable economic income, thus improving the living standards of the people and continually altering their social needs. People are gradually no longer just meeting their most basic needs, but also want to enrich their lives through tourism. S Water World is a major characteristic tourism product under X Group, the number of tourists received by the attraction reaches 4.08 million every year, there are tourists throughout the year, and the number of tourists is increasing year by year. X Group is a collection of real estate, construction, transportation and cultural tourism and other industries in one, X Group, as a cultural tourism real estate brand, integrates modern agriculture, theme parks, research and education, catering and accommodation and health town. In order to help develop the tourism industry, this article formulates relevant industry training regulations to promote the rapid and stable development of tourism in the post-epidemic era. A total of 500 valid survey questionnaires were sent out in this survey, a total of 470 valid survey answers were returned, and finally screened, a total of 440 valid survey answers were selected, and the overall questionnaire effectiveness exceeded 90%. Through research, the authors found that the involvement of tourists in S Water World has a mediating role in the relationship between their perceived service quality and perceived brand equity, and the research conclusion of this paper is that while maintaining service quality, service value and customer brand trust, appropriate use of marketing means to promote water parks, expand the understanding of the society, so that the public can have more opportunities to receive information about the park, thereby generating interest in visiting Water World, that is, strengthening tourists' involvement.