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

In: Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)

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  • Yuanyuan Shi

    (Central Academy of Fine Arts)

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.

Suggested Citation

  • Yuanyuan Shi, 2024. "Suggestions of Zuoling Ancient City Brand Marketing Based on Consumer Satisfaction Survey," Advances in Economics, Business and Management Research, in: Zhikai Wang & Guijie Zhang & R. Ganesan & Abdul Hadi Zulkafli & Teh Sin Yin (ed.), Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024), pages 155-161, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-538-6_20
    DOI: 10.2991/978-94-6463-538-6_20
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