Consumption Decision and Influencing Factors of Guilin Tourism Performing Arts Brand—A Case of Ancient Love
- 1 PhD Candidate, School of Management, Shinawatra University, Bangkok, Thailand
- 2 Associate Dean, Academic Affairs, School of Management, Shinawatra University, Bangkok, Thailand
Abstract
The purpose of this study was to find out the factors influencing the purchase intention of tourism performing arts consumers, enhancing the market competitiveness of tourism performing arts products, and enhancing the market share of enterprises. This study has taken the Ancien t Love of Guilin as an example to explore the consumption characteristics and influencing factors of tourism performing arts by using a quantitative research method. Using a questionnaire to collect data from 400 consumers who have watched the show for ages. SPSS was used to conduct reliability and validity tests, descriptive analysis, T-test, one-way Anova and regression analysis on the first data of the questionnaire to test the samples. The results showed that brand equity (brand awareness, perceived quality and brand loyalty) ha s a significant impact on the purchase intention of tourism performing arts consumers. This meant that consumers ’ purchase intention to travel performing arts could be explained by brand awareness, perceived quality and brand loyalty.
- Aaker, D. A. (2009). Managing Brand Equity (pp. 74-75). New York, NY: Simon & Schuster Inc., The Free Press.
- Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research, 3, 315-326.
- China National Tourism Administration (2017). China Tourism Statistics Bulletin. https://mtop.aizhan.com/48110.html
- China Tourism Performance Market (2019). Analysis of the Market Development Status and Trend of China’s Tourism and Performing Arts Industry in 2019. https://www.qianzhan.com/analyst/detail/220/200114-e8940917.html
- Cochran, W. G. (1977). Sampling Techniques (3rd ed.). Hoboken, HJ: John Wiley & Sons.
- Etzel, M. J., Walker, W. J., & Stanton, W. J. (2006). Marketing (12th ed.). Boston, MA: McGraw-Hill.
- Fouladivanda, F., Pashandi, M. A., Hooman, A., & Khanmohammadi, Z. (2013). The Effect of Brand Equity on Consumer Buying Behavior in Term of FMCG in Iran. Interdisciplinary Journal of Contemporary Research in Business, 4, 945-995.
- Gong, M. H. (2011). Tourism Anthropology (p. 15). Beijing: Tourism Education Press.
- Pan & Li (2018). Consumer Behavior. Beijing: Beijing Institute of Technology Press.
- Rossiter, J. R., & Percy, L. (1987) Advertising and Promotion Management. New York, NY: McGraw-Hill Series in Marketing.
- Keller, K. L. (2001). Builder Customer-Based Brand Equity. Journal of Marketing, 10, 14-19.
- Kotler, P. (2002). Marketing Management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
- Meena, R., & Vishnu, S. (2018). Building Brand Equity in Retail Banks: the Case of Trinidad and Tobago. International Journal of Bank Marketing, 32, 64-92.
- Song, J., & Li, G. H. (2019). Emotional Marketing of Ethnic Cultural Tourism Performing Arts Products: A Case Study of Zuo Mei of Dong Minority. Journal of Hubei University of Arts and Science, 40, 39-44.
- Vázquez, R., A. del Río, B., & Iglesias, V. (2002) Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18, 24-78. https://doi.org/10.1362/0267257022775882
- Wu, C. Z. (2012). Development Status and Trend of Historical and Cultural Tourism in Western Countries. Human Geography, 19, 62-66.