Research on the Relationship between Brand Equity of Guangzhou Tourism Destinations and Visitor Retention Rate

Abstract

This study aims to deeply explore the intrinsic connection between the brand equity of Guangzhou as a tourist destination and the retention rate of tourists. Against the backdrop of increasingly fierce competition in the global tourism industry, Guangzhou, with its rich cultural heritage, modern urban landscape and diverse tourism resources, is committed to enhancing its brand equity to attract more tourists and promote the sustained growth of its tourism industry. Through a quantitative research design, this study conducts a comprehensive assessment of the brand equity of selected tourism service providers in Guangzhou and deeply analyzes the key factors influencing tourist retention, providing valuable references for the development of Guangzhou's tourism industry.