Suggestions of Zuoling Ancient City Brand Marketing Based on Consumer Satisfaction Survey

DOI

10.2991/978-94-6463-538-6_20How to use a DOI?

Keywords

famous historical and cultural city; consumer satisfaction survey; brand marketing

Abstract

Based on the fact that the consumer demand in China’s domestic tourism industry has undergone a major shift after the new crown epidemic, this paper proposes strategic suggestions for brand marketing of China’s historical and cultural cities based on the consumer demand survey of Zuoling Ancient City. A questionnaire was developed using the Likert Scale method, questions were designed from the dimensions of tourists’ needs, feelings, recommendation values and suggestions, and correlation analyses were conducted after collecting relevant data through random intercept interviews. The overall satisfaction of tourists in Ziling Ancient City is 87.16; among them, tourists are most satisfied with the reception of the scenic spot, with a score of 93.33; the most dissatisfied is the consumption experience, with a score of 74.63; and the NPS value of tourists’ recommendation is 50.75%. Suggestion: Aiming at the problems of single product structure and shallow cultural entry of attractions in most of the famous historical and cultural cities in China, it is suggested that Zuoling Ancient City should grasp the characteristics of “Liuzi Culture”, which has global influence and uniqueness, to carry out rebranding and design corresponding strategies.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yuanyuan Shi
PY  - 2024
DA  - 2024/10/01
TI  - Suggestions of Zuoling Ancient City Brand Marketing Based on Consumer Satisfaction Survey
BT  - Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)
PB  - Atlantis Press
SP  - 155
EP  - 161
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-538-6_20
DO  - 10.2991/978-94-6463-538-6_20
ID  - Shi2024
ER  -