INFLUENCE OF ECO-AGRICULTURAL TOURISM RELATIONSHIP MARKETING ON CUSTOMER LOYALTY BASED ON PRODUCT BRAND TRUST

Ecotourism that takes into account environmental conservation and sustainable tourism has become an important trend of tourism. In such a highly competitive market, besides strengthening the characteristics of the product itself, satisfying the consumer satisfaction demand and unique design to show the brand value, maintain the consumer relationship, reach the trust and word-of-mouth publicity is the key to marketing strategy in the era of new falsehood. The sample of this study was based on the eco-agricultural tourists in Anhui Province. The results show that there is a significant correlation between relationship marketing and brand trust, between brand trust and customer loyalty and between relationship marketing and customer loyalty. Based on the results, it is expected that eco-agricultural tourism will achieve customer loyalty through relationship marketing and brand trust, establish a stable development relationship with customers, improve customer loyalty, and finally achieve sustainable business goals.