INFLUENCING OF BRAND PERCEPTION ON SPORTS TOURISM BRAND LOYALTY IN ZHANGJIAJIE CITY, CHINA

Abstract

As competition in the sports tourism market intensifies, many sports tourism brands face challenges in maintaining brand loyalty. Zhangjiajie City, as a well-known sports tourism destination, relies on strong brand perception to attract and retain tourists. This study explores the relationship between brand perception and sports tourism brand loyalty in Zhangjiajie. Using both qualitative and quantitative methods, the research surveyed 320 respondents to analyze key influencing factors. The findings indicate that brand loyalty includes recommend, attitude and revisit intention. Brand perception consists of multiple dimensions, including awareness, recognition, associations, image. Sports tourism brands that establish a strong and positive brand perception stand out from competitors, earning greater consumer trust and preference, which in turn enhances brand loyalty and encourages positive word-of-mouth promotion. A favorable brand perception significantly strengthens tourists' connection with Zhangjiajie's sports tourism brands, contributing to the sustainable development of the local industry.