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Consumption Decision and Influencing Factors of Guilin Tourism Performing Arts Brand—A Case of Ancient Love

机译：桂林旅游表演艺术品牌的消费决策与影响因素 - 以古代爱情为例

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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.
机译：本研究的目的是找出影响旅游表演艺术消费者的旅游购买意愿的因素，提高旅游业的市场竞争力，提升企业的市场份额。本研究采取了对桂林的ANCIEN T爱，例如通过使用定量研究方法来探索旅游业的消费特征和影响因素。使用调查问卷收集来自400名观看演出的消费者的数据。 SPSS用于对调查问卷的第一个数据进行可靠性和有效性测试，描述性分析，T检验，单向ANOVA和回归分析以测试样品。结果表明，品牌股权（品牌意识，质量和品牌忠诚）对旅游表演艺术消费者的旅游购买意愿产生了重大影响。这意味着消费者的购买意愿可以通过品牌意识，感知质量和品牌忠诚度来解释。

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