A Study On The Impact Of Yimeng Red Tourist Destination Brand Personality On Tourists' Place Attachmen

Red tourism is an important form of promoting patriotism and cultivating national spirit,as it builds a sense of attachment to the red tourism destination among visitors.Red tourism destinations with unique brand personality can be close to tourists and help tourists to identify and attach to red tourism destinations.Based on the personality trait theory,attitude theory and place theory,this study analyzed the dimensions of the brand personality of Yimeng Red tourism destination,analyzed the differences of tourists’ perception of brand personality and place attachment to Yimeng Red tourism destination,explored the impact of brand personality of Yimeng Red tourism destination on red tourists’ place attachment,and then clarified tourists’ needs and grasped the formation mechanism of red tourists’ place attachment.It provides reference and suggestions for the high-quality development of red tourism destination in Yimeng old area.Firstly,this study constructed a brand personality scale of Yimeng red tourism destination with 30 words through online text analysis to explore the brand personality of Yimeng red tourism destination.On the basis of related research,this study put forward the research hypothesis,and constructed the theoretical model of the influence of Yimeng red tourism destination brand personality on tourists’ place attachment,which included four variables of Yimeng red tourism destination brand personality,self-consistency,tourist satisfaction and place attachment.Based on the relevant research results at home and abroad,three scales including tourist selfconsistency,tourist satisfaction and tourist place attachment scale were designed.Secondly,three typical red scenic spots in Yimeng,including the Yimeng Red Film and Television Base,the Menglianggu Battle Memorial Hall,and the former site of the Shandong Provincial Government and the 115 th Division Commander’s Headquarters of the Eighth Route Army,were selected for visitor surveys.The Likert5-level scale was used to measure visitors’ perception of Yimeng red tourism destination brand personality,self-consistency,visitor satisfaction,and place attachment.Thirdly,The dimensions of Yimeng Red tourism destination brand personality were identified by exploratory and confirmatory factor analysis,and the structural equation model was constructed to conduct path analysis and hypothesis test on the relationship between variables.The influence of Yimeng Red tourism destination brand personality on tourists’ place attachment was further explored by multiple stepbased regression analysis.The study found that:(1)The brand personality of Yimeng red tourism destination is composed of five dimensions: vitality,simplicity,revolutionary spirit,leisure and beauty.(2)Differences in visitor individual characteristics can affect visitors’ perception of Yimeng red tourism destination brand personality and place attachment.(3)Yimeng red tourism destination brand personality has a significant positive impact on visitor self-consistency,satisfaction,and place attachment;self-consistency has a significant positive impact on visitor satisfaction;visitor satisfaction has a significant positive impact on place attachment;self-consistency has no direct impact on visitor place attachment.Self-consistency plays a partial mediating role in the relationship between Yimeng red tourism destination brand personality and visitor satisfaction,and visitor satisfaction plays a partial mediating role in the relationship between Yimeng red tourism destination brand personality and visitor place attachment,playing a complete mediating role in the relationship between self-consistency and place attachment.(4)The dimensions of leisure and beauty in the brand personality of Yimeng Red tourism destination have a significant positive influence on the dimension of place dependence of tourists’ place attachment.The dimensions of vitality,leisure and beauty have significant positive influence on the dimensions of place identity of tourists’ place attachment.Finally,combining with the development needs of Yimeng red tourism destination and the needs of tourists,the study puts forward countermeasures and suggestions,and looks forward to the follow-up research.The development strategies include: highlighting the distinctive characteristics of the red brand to enhance tourist brand awareness;integrating diverse tourism resources to create personalized tourism brands;optimizing tourism service facilities to enhance the satisfaction of red tourists;enriching leisure and vacation products to deepen tourists’ attachment to the local area.