| Chinese domestic tourist market scale is tremendous.This is a "local war" and"brand marketing" era.The competition from tourist destinations has risen to brands competition.The advantage of international well-known tourist destinations highlights.With the accelerated upgrade of consumption structure,consumers’emotional demand intensity also keep growing.Correspondingly,tourism destination branding and brand affect have become focuses in tourist marketing research field.However,there are essential differences between Chinese emotion and Western emotion.Western emotion is more similar to the origin of "emotion",while Chinese"emotion" has "assumed emotion" in addition to "real emotion",makes "emotion"be extended to sociology research field.These differences are also reflected in brand affect.Chinese consumers put more attention to the social value of brand than western consumers,hence,Chinese market brand building has its own unique.However,most of the current brand researches directly take western relevant conceptions and scales,its applicability in the context of Chinese culture has not attracted wide attention.With the rapid development of international tourism,the market is becoming more and more diversified,the influence of cultural factors on tourists’ behavior decision-making has become a focus of tourism academic research.Cultural differences are reflected in the individual level,which is "culture-self’relationship,self-construal is one of the key dimensions of cultural values.As one of consumer decision-making,the model of tourists’ destination decision-making lacks of the perspective of cultural psychology.Based on the above background,this article treats a tourism destination as a brand,studies how tourists develop general and positive evaluation(brand attitude/destination attitude)of a destination which they love(brand affect),and further the possibility of going to this destination in the future(visit intention).This article adopts the conception of brand affect which He Jiaxun(2006)put forward in the Chinese cultural background,and introduces its two dimensions,true emotion and assumed emotion,into tourism research field as two independent variables.Consumers regard their preferred brands as extensions of selves.Based on the theory of planned behavior,social identity theory and S-O-R theoretical model,in this article,the brand affect and self-construal are unified in one research framework in order to study whether there is consistency between explicit emotional differences and implicit self differences.SPSS23.0 and AMOSS23.0 were used to analyze the first-hand data,and the descriptive statistical analysis,reliability test,validity test,model fitness test,SEM and adjustment effect analysis were carried out by using the students of Wuhan University as the survey sample.The results show that:firstly,true emotion and assumed emotion both have significant impact on destination attitude,"assumed emotion" has a good adaptability in tourism research field.Secondly,self-construal has a regulatory effect between true emotion/assumed emotion and destination attitude,there is consistency between explicit emotional differences and implicit self differences in tourism research field.Thirdly,destination attitude is positively related to visit intention,while emotional factors of attitude and personal norms were introduced into the theory of planned behavior and were verified in tourism research field.The management enlightenments for tourism destination marketing organizations are as follows.First,pay attention to Chinese indigenous management perspective,study core conceptions based on Chinese cultural value system,hence,the research results have a stronger explanatory power and help to put forward more effective recommendations to solve practical problems.Second,cultivate differentiated tourism destination brands,carry out accurate marketing segmentation and cultivate regional brands in order to increase the number of tourists.At last,play the marketing role of brand affect,stimulate tourists’ true emotion and assumed emotion,and focus on the integration and transformation of them. |
