旅游是一种无形的服务产品,消费者不能像实物型的消费活动一样可以直观的挑选商品并在付款后快速消费。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。在现代营销理念当中,品牌是营销的核心和灵魂。它既是某种标志、符号,又是消费者消费某种产品的体验和感 Travel is an intangible service product that consumers can not intuitively select and consume as quickly as they can after payment, just like physical spending activities. Therefore, the impact of the brand of tourism product on the purchase decision of consumers is particularly important. Among the modern marketing concepts, the brand is the core and soul of marketing. It is both a sign, a symbol, but also consumer experience of consumer products and a sense of