A Study on the Driving Factors of Tourism Destination Brand Equity Based on Internet Sharing Content: A Case Study of Shenzhen Happy Valley

Abstract

Thanks to increasing mature tourists, continuous innovation on science and technology, improved accessibility of attractions, the destination has to confront the growing competition tourism destinations leading to the importance of consumer based brand equity. The paper, taking the tourists’ evaluation and sharing contents of Shenzhen Happy Valley obtained on Mafengwo website as the text material, constructs a tourism destination brand equity driving factor model with “product”, “experience” and “marketing” as the core category based on the grounded theory Through the study, the driving factors of brand equity of destination are identified, and corresponding suggestions are provided for the management of destination brand equity.