Abstract

In recent years, with the continuous development of the social economy, people's demand for spiritual and cultural aspects is increasing day by day, this trend has contributed to the rapid development of China's domestic and international tourism industry. However, after the large-scale outbreak of the new coronavirus in early 2020, all walks of life have been seriously affected, and the tourism industry has also been hit hard as never before. Tourist attractions across China are trying their best to find their way in this difficult epidemic environment. Among them“survive” is a key direction of tourism development, and building a tourism destination brand is a good strategy for long-term development in the tourism market. The unique personality and characteristics of a destination are the most critical part of the process of brand building of a tourist destination. For the brand marketing of a tourist destination, the personality and characteristics of the brand building have become one of the main ways of competition to distinguish it from other scenic spots. Therefore, how to use the unique brand effect of tourist destinations to attract tourists to play in the post-covid era, and to establish a certain loyalty relationship after the tourist experience, enhance the willingness to revisit and recommend, the focus of attention is the current development of tourist destinations.

Xijiang Qianhu Miao Village, located in Leishan County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province, is the largest Miao village in China and even in the world. It is also a typical representative of promoting tourism development with destination brand effect. Since its successful development in 2008, both the number of tourists and tourism revenue in Xijiang Qianhu Miao Village have been increasing year by year. Especially in recent years, the popularity and reputation of Xijiang Qianhu Miao Village in China have also been significantly improved, which not only enhances the attractiveness of Xijiang Qianhu Miao Village as a tourist attraction but also the development promotes the local economy to a certain extent. In the post-covid era, the unique brand authenticity effect of Xijiang Qianhu Miao Village has broken the constraints of the external environment. Compared with other scenic spots in other regions, it still attracts tourists from all over China, creating a unique tourism wonder. Therefore, how to deeply dig into the brand authenticity effect of Xijiang Qianhu Miao Village, to establish the loyalty of tourists, to enhance the willingness of tourists to revisit and recommend, and at the same time to maximize the benefits and promote the development of local tourism is the current issue. This is the focus of the research of this article.The main purpose of this article is to explore the impact of the content presented in tourism destination brand authenticity on tourists' experience of authenticity, to understand tourists' perceptions of destination brand authenticity and fit, and their loyalty effects perception of tourists' perception of brand authenticity. Thus, the significance of the authenticity development of tourist destinations and how to improve the brand fit of tourists can be obtained, to improve the satisfaction of tourists and realize the sustainable development of tourism destination brand promotion and communication. Specifically, this article takes Qianhu Miao Village in Xijiang, Guizhou Province as the research object, from the perspective of destination brand authenticity, and introduces destination brand fit and brand trust into the research as mediating variables and moderator variables, respectively, to analyse the destination brand fit, degree, tourists'willingness to revisit and recommend, and tourists' loyalty to destination brands, and the following main conclusions are drawn through the study: (1) The authenticity of the tourism destination brand is the brand fit of the tourism destination, the key driving force of tourists 'willingness to revisit and recommend; (2) Destination brand fit plays a complete intermediary role in the relationship between destination brand authenticity and tourists'willingness to revisit, recommend, and loyalty (3) Brand trust plays a moderating role between destination brand authenticity and brand fit.

Therefore, this article based on the current situation of the management and development of Qianhu Miao Village in Xijiang and the research findings, believes that in the tourism experience, tourism companies and tourism managers want to better enhance tourists' loyalty to the selected tourism destination, to improve the tourism experience. To achieve the sustainable development of tourism destinations, tourism enterprises and tourism managers must not only work hard in terms of tourism service quality but also keep abreast of management variables such as tourist satisfaction. In addition, it is also necessary to focus on protecting and shaping the locality of tourist destinations, following the principle of maintaining authenticity and developing innovative marketing strategies, to increase the level of involvement of tourists, so that tourists can generate local attachment and stimulate the willingness to revisit and recommendation willingness, cultivate and strengthen the fit of tourists, and also use this to expand the sustainable development of tourism.

Key words: destination brand authenticity; destination brand fit; brand trust; willingness to revisit; willingness to recommend