随着人们生活水平的提高,以及生活压力的增大,旅游作为一种极具潜力的消费品越来越受到人们的青睐,但作为旅游商品,消费者不能像传统的消费活动一样可以直观地挑选商品并在付款后形成快速消费。因此,购买过程中旅游产品的品牌对消费者购买决策的影响显得尤为重要,所以对于旅游产品的品牌形象塑造已成为旅游地占领市场制高点的关键。 With the improvement of people’s living standard and the increase of living pressure, tourism is more and more favored by people as a potential consumer goods. However, as a tourist product, consumers can not choose intuitively as the traditional consumption activities After the payment of goods and the formation of rapid consumption. Therefore, the influence of the brand of tourism product on the purchase decision of consumers is particularly important in the process of purchase. Therefore, the brand image of tourism product has become the key point for tourism to occupy the market high ground.