The relationship study on tourist brand recognition, perceived quality and brand loyalty of recreational tourisn with nature resources: Taking Beijing as examples

Abstract

With growing competition within recreational tourism based on natural resources, brand construction has become the main way to obtain a competitive advantage. Based on tourism with natural resources, tourist brand recognition and brand attitude were explored. In total, 450 tourists were invited to answer questionnaires about brand recognition, perceived quality and brand loyalty regarding recreational tourism for natural resources,and eight recreational tourism places were chosen as examples. With 328 valid tourist questionnaires conducted in Beijing, SEM(structural equation models) were used to test relationships between brand recognition,perceived quality and brand loyalty. All variables were measured by Likert- 7 scales with mature scales as references. We found that brand awareness and reputation do not have a positive impact on brand loyalty for natural resource recreational tourism. Brand awareness has a negative impact on perceived quality and brand trust. Brand reputation has a negative impact on tourist perceived quality and brand trust. Brand awareness can indirectly reduce brand loyalty through brand trust. Brand awareness and brand reputation have no significant impact on brand loyalty via perceived quality. We conclude that brand recognition does not impact the brand loyalty of natural resource recreational tourism significantly because two dimensions of brand recognition do not positively impact brand loyalty. Further, perceived quality and brand trust cannot result in brand loyalty.Traditional brand theory cannot explain brand phenomena within natural resource recreational tourism, and innovation is required for brand construction across natural resource recreational tourism.