Analysis of Brand Stickiness and Influencing Factors in Characteristic Rural Tourism
HU Bing
WANG Li-ping
Abstract：This study investigates brand stickiness in characteristic rural tourism through empirical research conducted in Lianshan Zhuang and Yao Autonomous County.The findings indicate that the three dimensions of brand value—experiential value,cultural value,and competitive value—exert significant positive effects on brand stickiness,with cultural value demonstrating the strongest influence.When these three dimensions of brand value jointly predict brand stickiness alongside brand fit,cultural value remains the dominant factor.Brand fit plays a partial mediating role between brand value and brand stickiness,exhibiting a relatively stronger mediating effect between experiential value and brand stickiness.Based on the empirical analysis,strategic recommendations are proposed to enhance the development of rural tourism in ethnic minority regions.
Keywords：Characteristic rural tourismTourism brandStickinessInfluencing factors
Publication Date：2025-02-25
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：7( 37-43 )