Research On The Relationship Of Red Tourism Destination Brand Personality,Tourist Satisfaction And Loyalty

Tourist satisfaction and loyalty are always two hot issues in tourism research,both of them have become important indicators for tourism managers and researchers to evaluate tourist market, tourist resources and tourist products. Tourism destination branding image reflects the impression of tourist destination in tourists’ heart, which also plays an important role in many factors that influencing tourist satisfaction and loyalty. Destination brand personality is the temperament and character of one destination that given by tourists, which is considered as an important foundation of building destination branding image. To be personalized and differentiated has become a demand for modern tourist consumption, so the more unique the tourist destination is the more easier to establish psychological contact satisfaction and loyalty with tourists.The brand competition has always had a place in the fierce tourism market competition, only those who are in the heart of tourists and those who has established good and unique brand image of tourist could stand out from the competition. Facing this situation, a newly tourist destination especially red tourist destination needs to build specialized brand advantagment to be different from others. So, this article took red tourism destination Jingangshan as a studying case. The article was based on the theory of tourist destination brand personality, and then developed a red tourism destination brand personality scale. Next the article made great use of a soft called SPSS19.0 to do exploratory factor analysis, correlation analysis and regression analysis. Another one was Amos20.0 doing confirmatory factor analysis. This thesis not only analyzed the red tourism destination brand personality of Jinggangshan, but also built up a conceptual model of the relationship among red tourism destination brand personality, tourist satisfaction and tourist loyalty. At last based on all the analysis above, several brand marketing strategy suggestions aimed at promoting tourist satisfaction and loyalty of Jinggangshan had been put forward.Several findings could be concluded as follows:(1) Red tourism destination Jinggangshan’s brand personality includes five basic dimensions: rural and folk custom, red education, leisure, red cognition, picturesque scenery;(2) the fivedimensions are interrelated and inseparable, have excellent constructed, which jointly build the Jinggangshan,s brand attributes together;(3) The red tourism destination brand personality has a positive influence on tourist satisfaction and tourist loyalty;(4)The tourist satisfaction has a positive influence on tourist loyalty;(5) The tourist satisfaction is a partial mediator on the relationship between red tourism destination brand personality and tourist loyalty; The tourist satisfaction is a partial mediator on the relationship between rural and folk custom, red education, leisure and tourist loyalty; The tourist satisfaction is a partial mediator on the relationship between red cognition, picturesque scenery and tourist loyalty.