The Influence of Tourists’ Brand Sensory Impression on the Development of Traditional Chinese Medicine Health Tourism

Tourists’ good brand sensory image for Traditional Chinese Medicine health tourism (TCMHT) can improve the building of destinations. This paper takes some tourists who enter scenic spots integrated TCMHT as research object to investigate perception destination this group, aiming further analyze matching degree between existing and Brand Sensory Impression (TBSI). uses Matlab software carry out a visual word cloud analysis on keywords that pay more attention to. Based data, binary Logistic regression model is constructed by using Python SPSS software, influencing factors TBSI’s selection TCM are analyzed from six dimensions. The results show richness natural landscape, quantity type cultural resources, ecological environment, professional service ability, healthy diet supporting facilities, market position have significant positive impact choice destination. Meanwhile, marketing publicity, forms features destinations tourists’ impression intention. conclusions characteristics TBSI, proposes development positioning tourist destinations, provides theoretical guidance unique, specific direct experience.