Researching Brand Personality Of Theme Park Based On Content Analysis Approach

In the highly competitive market of theme parks, the main objective of marketing practices is to differentiate the brand from their competitors. Brand image and brand personality have been focused for a long time because of the important position of theme park. Different from effects of slight difference in products, brand personality decides its’ market position. Therefore, we have to fit brand personality with tourists’ perception as a way to enhance the power of theme parks’ brand competitiveness.This study includes taking six first-level theme parks as example, used content analysis to study brand personality in official micro-blog and its’ perception through tourists’ comments individually, then analyse similarity and dissimilarity of tourists’ perceptual brand personality through correspondence analysis.The conclusion include, first, brand personalities in official micro-blog inconformity with tourists’ perception, reflected in different rank of“exciting”,”trueness”,”elegant”, secondly, in some theme parks, obvious bias exist in brand personality in advertisement and its’ perception, theme parks emphasize “exciting”and “trueness” while tourists perceive “trueness” and “elegant”. Bias between advertisement and tourists’ perception may leads to failure of marketing. To enhance brand competitiveness, distinguish competitors and develop good relationship with fans of them park, it’s wise to fit brand personality in advertisement with tourists’ perception.