Abstract: With the rising of urbanites′ demands for leisure tourism led by the idea of “away from the city, return to nature”, recreational tourism brand with nature resources shows broad development prospects. The paper takes recreational tourism brand with nature resources of Beijing as example to explore the effects of tourists′ brand recognition and perceived value on brand loyalty. Results show that brand recognition and perceived value both have direct and positive influence on behavioral attitude and tourist satisfaction, and the effect of brand recognition is more obvious, indicating that tourists′ perception of recreational tourism brand with nature resources awareness and reputation, as well as the physical and mental benefits, and so on, can train tourists′ positive attitude towards the brand; behavioral attitude and tourist satisfaction both have direct and positive effect on brand loyalty, and the effect of tourist satisfaction is more obvious, that is, according to the direct experience of tourism experience, the more positive attitude of tourists and the more positive the evaluation, the easier it is to establish brand loyalty; brand recognition and perceived value both affect brand loyalty indirectly and positively under the mediating effect of behavioral attitude and tourist satisfaction, so traveling experience plays key role in the building of brand loyalty. Therefore,abstract thoughts derived from the recognition beforehand can affect the brand choice of tourist simply, and it can′t affect brand loyalty directly. Brand loyalty can only be formatted by the concrete measure of real recognition based on traveling experience of tourist.

Key words: recreational tourism brand with nature resources, brand loyalty, brand recognition, perceived value, behavioral attitude, tourist satisfaction