Experimental Study Of Tourism Destination Brand Personality’s Effect On The Intention Of Tourists Behavior

With the rapid development of tourism in our country, as well as the growing popularity of traveling by car market reality of the situation, the future competition between various types of tourist destinations have become increasingly intense, and build self-personality of the brand connotation will become each tourist destinations in the fierce competition in the only way to break through. With people similar personality individuality of the brand personality as a tourist destination has its distinctive features to maximize close to the tourists, for the success of tourism destination marketing will play a catalytic role. This study leaning explore tourism destination brand personality tends to influence the behavior of tourists. This paper began with the literature researches on brand personality and brand personality tourist destination and its impact on the behavior of tourists began to define and elaborate the concepts of tourism destination brand personality and tourist behavior related to the tendency of this study and theoretical basis, on this basis, the tourism destination brand personality tends to affect the behavior of tourists as a starting point to study neural mechanisms.In this paper, obtained by the method of text analysis and survey of the EEG experimental stimuli, and then through research methods ERP experiments tourists brand personality matching and behavioral intentions experiments and experimental data through spss20.0 variance analysis. Conclusions are as follows:(1) Its presence tourism destination brand personality opposite personality, and both will affect the behavior of the decision-making of tourists. Can be seen from the waveform of EEG experiments, different types of brand personality vocabulary have shown a significant N400, which just goes to show the influence of their different types of vocabulary tourists neural mechanism.(2) there is a difference for the brand personality vocabulary processing in different brain regions. Analysis can be seen from the waveform of each electrode point out, for the processing of brand personality vocabulary, brain wave N400 significantly more pronounced than the left hemisphere. And the forehead and top area waveform to be more pronounced than in the occipital region.(3) For tourists tourism destination brand awareness is a positive personalitybased. First through interviews before the experiment, as well as EEG results can also be seen, waveform positive tourism destination brand personality description and no reverse vocabulary words big, which explains the vocabulary described with respect to the forward, reverse cognitive differences of personality to the previous description and tourists more.The research on the one hand to enrich the study of about tourism destination brand personality that tends to impact on the trip who travel behavior, on the other hand has important practical significance for tourism destinations and the development of regional tourism.