摘要
With the continuous improvement of people’s material living standards,people are increasingly pursuing the cultural connotation of the destination in the process of tourism.At the same time,with the continuous development of China’s cultural and tourism integration,the cultural atmosphere of the tourist destination is also increasingly affecting the development of urban tourism.This study summarizes the Shanghai cultural atmosphere,brand cognition,brand satisfaction and brand attachment in Shanghai and explores the influence path of cultural atmosphere on tourist brand attachment to their destination in Shanghai.This research used AMOS software to quantitatively analyze the relationships among cultural atmosphere,brand cognition,satisfaction,and brand attachment.The results show that:Firstly,Shanghai cultural atmosphere has a significant direct positive influence on Shanghai brand cognition,brand satisfaction and brand attachment;secondly,the brand cognition of visitors to Shanghai has a significant direct and positive effect on brand satisfaction,and then indirectly has a positive effect on brand attachment;thirdly,Shanghai cultural atmosphere indirectly has a positive effect on brand attachment through brand satisfaction.
基金
This study was supported by a grant from the Projects of the National Natural Science Foundation of China(No.72074053)
a grant from the Projects of the Wangdao Foundation of Fudan University(No.19087).
