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| Effect of Tourism Destination Brand Image Recognition Elements on Tourists' Behavior Intention——Mediated with Brand Identification |
| XIN Luqi1,WANG Xingyuan2 |
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2. Shandong University
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Abstract Based on the theory of corporate identity system (CIS), this paper developed tourism destination brand image elements evaluation scale. Through the questionnaire survey from 355 potential visitors, tourism destination brand image recognition elements evaluation scale is valued. At the same time, we carried out the empirical analysis of the relationship between tourism destination brand image recognition elements and potential tourists' behavior intention. The results showed, tourism destination brand image recognition elements evaluation scale has good reliability and validity; tourism destination brand image recognition elements affect potential tourists' behavior intention through brand identification.
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Received: 20 April 2016
Published: 15 October 2016
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Corresponding Authors:
XIN Luqi
E-mail: 411099691@qq.com
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2016, Vol. 
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