A Study On The Relationship Of Tourist Destination Brand Personality, Tourist Self-concept And Tourist Behavior Intention

With the rapid development of tourism in China, the competition of tourism destinationis also increasing. Creating a unique brand is the only way to stand out of the tourismdestination in the white heat of competition. Brand personality as the living soul of the brand,in order to close the consumer, a brand must be distinctive. The empty of this paper is toexplores the relationship of tourism destination brand personality, tourist self-concept andtourist behavior intention. Firstly, the article discusses theoretically whether the actual self orideal self will affect consumer behavior intention in different situations, and then chooseactual concept as a main point for further study.The Maggie brand personality model is used to measure the tourism destination brandpersonality, which is different from the usage of the Aaker’s Brand Personality Scale. For themeasurement of the consumer’s actual self, the Big-Five scale is applied, which helps to havea more intuitive understanding of human’s self-concept.The methodology of empirical research is used in this paper. It takes the tourists in theChang Long Happy World as the study object and use SPSS17.0for data analysis. Theanalysis methods are mainly descriptive analysis, reliability test, regression analysis andfactor analysis. The findings show that:(1) Tourist destination brand personality has apositive impact on consumer behavior intention. In the present study, the reliable and bravefactors will strengthen the recommendations and revisiting willingness of consumers.(2)Actual self-concept will affect tourist behavior intention; specifically, the score on theextraversion and conscientiousness dimensions have a positive effect on recommendation andreturn; the higher score on neuroticism, the lower recommendation willingness，but revisitingwillingness is not supported.(3)Actual self mediate the relationship of the destination brandpersonality and the behavior intention of passengers. In other words, the difference in eachdimension of actual self-concept, the intension to recommend and return will be varied.The study not only enriches the theoretical results of tourist destination brandpersonality and consumer behavior, but also has important guidance for tourism destinationmarketing organizations to shape consumer-based brand personality.