THE IMPACT OF HEALTH FACTORS ON THE BRAND IMAGE OF TOURIST DESTINATIONS——PUTUO MOUNTAIN MEDITATION TOURISM BASED ON THE PERSPECTIVE OF HEALTH AND WELLNESS
DOI:
https://doi.org/10.18623/rvd.v23.5796Keywords:
Destination Brand Image, Putuo Mountain Meditation TourismAbstract
The demand for health tourism market has surged after the COVID-19 pandemic, but whether health factors will affect the brand image of tourist destinations is rare in this field. This paper takes Putuo Mountain meditation and health care tourists as the research object, and uses SPSS and AMOS systems to establish a structural model between health factors, tourism experience, comprehensive satisfaction and destination brand image to understand the brand image of health factors on the destination brand image degree of impact. The research results show that health factors significantly affect tourism experience and comprehensive satisfaction, which in turn affects the establishment of brand image of tourism destinations. This study contributes to the literature on health and wellness meditation tourism, and provides management reference for establishing a good image management of meditation health and wellness tourism destinations. Through structural model analysis, most of the studies showed significant correlations between parameters, and error term analysis also supported the accuracy of the results.
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