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Visitors' brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China

机译：游客对历史文化主题公园的品牌忠诚度：以中国杭州松城为例

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摘要

Conducting research on the factors affecting brand loyalty to theme parks is an important method for enhancing brand loyalty among tourists. This paper takes the Hangzhou Songcheng historical and cultural theme park as a case study. Hypotheses are proposed and structural equation model is constructed based on tourist perception theory. Findings show that theme park brand satisfaction is related to brand loyalty through brand attachment and historical and cultural performance. The quality of facilities and attractions has no significant correlation with perceived value and brand satisfaction. The service quality of attendants also has no significant correlation with tourist perceived value.
机译：对影响主题公园品牌忠诚度的因素进行研究是提高游客品牌忠诚度的重要方法。本文以杭州松城历史文化主题公园为例。提出了假设，并基于游客感知理论构建了结构方程模型。研究结果表明，主题公园的品牌满意度与品牌忠诚度的关系与品牌忠诚度和历史文化表现有关。设施和景点的质量与感知价值和品牌满意度没有显着相关性。服务员的服务质量也与游客的感知价值没有显着相关。

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