Tourism Image Endorsement Based on Experiment and Variance Analysis

Abstract

This study chooses tourist attractions as the research object, and explores the response of female tourists to spokesmen of different tourist attractions. Inter-group experimental design was used to combine online network survey with off-line field survey. In data analysis, MATLAB software was used to analyze the variance of the experimental results, and to test the significance of the experimental results. In the aspect of result drawing, Origin software was used to render the result pictures. During the experiment, the subjects were randomly assigned to different experimental conditions to balance or reduce the errors caused by the differences between the subjects, so as to analyze the different responses of the subjects to stimuli. The results show that female tourists differ in their involvement of spokespersons for tourism products with different involvement degrees. On this basis, the brand strategy of tourist attractions is discussed and some suggestions are put forward.