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Influencing Mechanism of Brand Image Strategy on Consumer Purchase Intention of Sichuan Tourism Products

Xiaohui Chen


The imagination of the brand image in the tourism industry is a combination of antecedents and adjustment factors, which affect the customer's response to the brand tourism marketing. Imagination is considered a brand identity framework for the travel industry. Building a conceptual framework for the brand image of the tourism industry will make competitive advantage in the tourism market. The three objectives are to analyze the influence mechanism of brand image on Sichuan tourism products, evaluate the overall image of tourism products in Sichuan and suggest improving consumers' purchase intention in Sichuan tourism products.


Brand Image Strategy; Purchase Intention; Tourism Products

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DOI: http://dx.doi.org/10.18686/fm.v7i5.5966