An Analysis of Brand Loyalty of Panda Tourism Using Embeddedness Theory

Based on embeddedness theory of Zukin and Dimaggio, this study builds a research framework which includes brand cognition, brand relation/brand structure, brand loyalty for the purpose of researching the brand loyalty of panda tourism. This study also attempts to gain insights into the internal logic of the brand loyalty of panda tourism by constructing a structural equation model. The results show that brand cognition of panda tourism has the greatest impact on brand loyalty, and the influence coefficient is 0.959. Brand structure of panda tourism has no impact on brand attitudinal loyalty. Brand relationship of panda tourism has impact on brand attitudinal loyalty only, indicating that brand loyalty of panda tourism is mostly reflected in the attitudinal loyalty, while there is less impact on behavioral loyalty. This paper points out that the internal logic of the brand loyalty of panda tourism lays out as brand cognition, brand structure and brand loyalty.