Conducting research on the factors affecting brand loyalty to theme parks is an important method for enhancing brand loyalty among tourists. This paper takes the Hangzhou Songcheng historical and cultural theme park as a case study. Hypotheses are proposed and structural equation model is constructed based on tourist perception theory. Findings show that theme park brand satisfaction is related to brand loyalty through brand attachment and historical and cultural performance. The quality of facilities and attractions has no significant correlation with perceived value and brand satisfaction. The service quality of attendants also has no significant correlation with tourist perceived value.

With the development of theme parks, which represent a multi-million-pound industry worldwide, research investigating the factors affecting theme park visitor brand-switching behaviour is an important method for improving theme park competitiveness. In the present work, models and research hypothesis are constructed based on visitor perception, and the survey data are collected and analysed to assess the hypothesis and to revise the conceptual model in this paper. The results indicate that there are seven factors influencing visitor brand-switching behaviour: ‘visitor variety-seeking', ‘visitor satisfaction', ‘switching cost', ‘perceived value', ‘competitor attraction', ‘theme park image' and ‘visitor involvement'. The perceived value and visitor satisfaction strongly influence brand-switching behaviour as intermediate variables. Visitor variety-seeking and competitor attraction are positively related to visitor brand switching behaviour, whereas the other five factors are negatively related to visitor brand-switching behaviour.

On the basis of constructing the index system of measuring cultural tourism development quality (CTDQ), this paper explores the spatiotemporal evolution of CTDQ and its influencing factors in the Yangtze River Delta of China by using quantitative methods. The results show that the CTDQ was at a medium level with a Z-shaped spatial rising trend and significant agglomeration. The CTDQ of 41 cities had significant spatial spillover effect under the interaction of multiple determinants and can be divided into four types. The findings have implications for local governments to achieve high-quality innovative development of cultural tourism and maintain tourism sustainability.

Remote sensing (RS) data can be used to estimate the chlorophyll-a concentration of water body, which has become a key issue of water quality monitoring. In this paper the field water reflectance spectra have been measured and used for monitoring the water quality of Taihu Lake according to reflectance spectra of water varying with concentrations. After analyzing the spectra characters, the optimal band range (670-710nm) were selected and the chlorophyll-a concentration by linear spectral unmixing model were retrieved using known water and chlorophyll-a endmember spectra of in situ samples. TM and MODIS image was processed and the distribution of chlorophyll-a concentration was retrieved by linear spectral unmixing method. The result showed that a fine linear correlation existed between the abundance of chlorophyll-a from the spectral unmixing model and the concentration of chlorophyll-a from the analytical result in the laboratory, and also shows that spectral unmxing model is a feasible model in the practical application for water quality monitoring.