The branding concept has been burgeoning from product branding and extending to service, corporate, and further nation branding (Papadopoulous & Heslop, 2002). The concept found in the tourism literature has been mostly adapted to a tourism destination (e.g., Gartner & Konecnik Ruzzier, 2011; Im, Kim, Elliot & Han, 2012). However, unlike characteristics of a manufactured product, a tourism destination has difficulties in terms of definition, measurement, and conceptualization (Murphy, Moscardo & Benckendorff, 2007). As a consequence, there has been a shortage of empirical research relating to the application of the branding concept to tourism destination management organizations spanning from national to local tourism organizations (Blain, Levy & Ritchie, 2005; Pike, 2010). To understand tourism destination branding, recently, studies have been conducted in the context of destination branding as a part of destination marketing strategy (Morgan, Prichard & Pride, 2001), brand identity and personality (Morgan et al., 2001; Murphy, Moscardo & Benckendorff, 2007), and brand logos and slogans (Blain et al., 2005; Hem & Iversen, 2004). The concept of the destination brand equity will be applied to Hong Kong tourists who are traveling to Switzerland. Switzerland is becoming a hot spot for Chinese long-haul trips following European destinations like UK, France, or Italy. Since a decade the core countries of the European Alps Switzerland concentrates more specifically on the Chinese market and with a time lag of a few years the overnight stays have started growing (Schmid, 2012). Since 2008 the overnight stays of Chinese touristsindicated a double- digit jump over the last five years and resulted in an accumulated growth rate of 246.9 percent, that is, the overnight stays per year climbed from 214,000 (2008) to 744,000 (2012) (BFS, 2009 & 2013). The Swiss Tourism Board estimated 2 million overnight stays from China in 2020. In this case China would overturn the neighboring country Italy as one of the key source markets for Switzerland (Schmid, 2012). The high increase in Chinese tourists led to marketing efforts of Switzerland Tourism and the Swiss Hotel Association hotelleriesuisse with their initiative “Hallo China” (Switzerland Tourism, 2004). At first, the main purpose of this study is to conceptualize destination brand equity. Second, it is to propose a destination brand equity model. Third, it is to test the model using a sample of Hong Kong tourists who travel to Switzerland. Fourth, it is to investigate characteristics of tourism products preferred by Hong Kong tourists. Fifth, it is to explore how their preferences for tourism products are different according to their travel-related or demographic variables. This study expects those outcomes and benefits. Frist, components consisting of destination brand equity model and conceptual model will be generated. Second, brand equity of Switzerland as perceived by Hong Kong tourists will be tested. Third, better understanding of Hong Kong tourists regarding their perception of Swiss image, level of awareness, overall quality, loyalty, and overall brand equity will be facilitated. Fourth, most previous studies focused only on preference, behavior or attitudes of Hong Kong tourists who travel in a short-haul distance. On the contrary, this study attempts to understand Hong Kong tourists to a long-haul tourism destination, here Europe. Fifth, according to specialization theory, more specialized tourists tend to select more far-way and more risky destination because their knowledge is growing and a range of their selection is diverse. In an increasing future trend in demand of overseas Chinese tourists, this study attempts to identify long-haul Hong Kong tourists’ preference, attitude or behavior in Europe.

Based on the data of Ctrip. com, this study analyzes the satisfaction of China tourists after booking hotels online when they travel to South Korea. Extract the online word-of-mouth data of Ctrip, analyze the comment data based on grounded theory, extract the keywords in the comments and sort them out to form the influencing factors of tourists’ hotel booking, split the comment sentences with python, analyze the keywords in the sentences, conduct emotional analysis with Python, score the emotional analysis of each influencing factor corresponding to each sentence, and finally get the satisfaction score of each factor. According to the score, it is proposed that Korean hotels should use more platforms for China tourists and China tourists to carry out targeted marketing activities, pay attention to language communication in service, and pay attention to the improvement of hotel facilities decoration with the change of tourists in China

IT기술의 발전 및 스마트 터미널(Smart terminal)의 보급으로 정보를 검색하고 받아들이는 과정에서 쇼트 클립의 중요성이 갈수록 커지고 있다. 관광객들의 인터넷 관심도는 관광객 유동량과 관계가 있다. 본 논문은 중국 쇼트 클립의 시장 규모와 영향력을 분석하는 기초 위에 서안시(西安市)를 중심으로 틱톡 (TikTok) 영상의 방송 전후 관광객의 인터넷 관심도가 시간적, 공간적으로 어떤 변화를 나타내는지 분석 하였다. 거시적인 측면에서의 연구 결과는 첫째, 쇼트 클립은 매우 큰 시장 규모와 잠재력을 가지고 있다. 둘째, 쇼트 클립은 인터넷 시대의 효과적인 마케팅 모델로 도시 이미지의 수립과 전달에 중요한 영향을 미치고 있다. 셋째, 쇼트 클립은 촬영지 관광객의 관심도에 시간적, 공간적인 영향을 준다. 넷째, 5G 네트워크 의 발전에 따라 쇼트 클립 플랫폼을 중심으로 광고주, 장비 벤더, 동영상 프로듀서, 동영상 사용자 그리고 전송망 사업자가 포함된 소셜 미디어 생태계가 점차 형성된다. 미시적 방면으로 보면 첫째, 쇼트 클립의 발전이 인터넷 기술에 대한 의존성이 매우 크다. 둘째, 쇼트 클립이 소비자 행위에 중요한 영향을 끼친다. 셋째, 틱톡에서의 쇼트 클립이 방송된 후 서안(西安) 영흥방 (西安永興坊), 중경(重慶) 홍애동(重慶洪崖洞), 청해(靑海) 차가염 호수(青海茶卡鹽湖)에 대한 관광객의 관심도가 크게 변화한 것에 비추어 볼 때 쇼트 클립이 관광지를 홍보하는 데 좋은 효과가 있으며 영향권도 매우 크다. 넷째, 쇼트 클립이 갈수록 더 많은 분야와 융합하여 ‘쇼트 클립+’의 패턴으로 발전할 것이다. 분석에 의하면 쇼트 클립 수색과 정보 제공이 관광객의 관심도를 높이고 특히 틱톡 영상이 방송된 후 관광객들이 촬영지에 대한 인터넷 관심도가 크게 변화될 것을 알 수 있다.

Taking China’s rural tourism as a platform and taking advantage of agricultural tourism products to attract foreign tourists can help to realize the green marketing of agricultural tourism products, improve the added value of agricultural tourism products, promote the healthy development of rural economy and seek a new way to solve the Three Rural Issues in China. The paper makes a brief review on the concept and characteristics of agricultural tourism products, makes a data analysis of the foreign tourists’ demands for and consumption characteristics of agricultural tourism products through the questionnaire, and finally, combining with the actual key problems, makes a proposal on the strategies for China’s attracting foreign tourists with agricultural tourism products.