Research On The Influence Of “Hospital Shandong” Tourism Brand Personality On Its Extended Brand Evaluation

With the brand consumption area advent,branding has become the focus of market competition.Due to the accelerated pace of modern life,consumers used to reduce the purchase decisions time,and tend to choose the products or services which match their own personality.Thus,when a tourism destination brand which has a distinctive personality,will resonate with tourists and stands out in many competitions.However,the improvement and development of tourism brand,needs to introduce new,appropriate extension,and meets the needs of tourists in order to maintain exuberant vitality.So,what is the perception of the brand personality? The research in this area is still insufficient,it is necessary to make a depth study,the research result will provide basis theory for the tourism marketing practice.This paper based on the psychology of personality theory,brand personality theory,brand extension evaluation model.Design the questionnaire to measurement "Friendly Shandong" Tourism Brand Personality,further to study the effects of different personality dimensions on brand extension evaluation.Based on the results of theoretical sources and previous studies,this paper combined with the actual research on the regional tourism destination brand puts forward hypothesis,constructs the conceptual model of this study,put forward "Friendly Shandong" tourism brand personality measurement index,explained the brand extension evaluation of specific test items.Obtain the basic data of "Friendly Shandong" tourism brand personality perception through questionnaire survey,after reliability and validity tests,by Exploratory Factor Analysis and Confirmatory Factor Analysis,draw "Friendly Shandong" Tourism Brand Personality is formed with: "Beautiful*","Happy*","Sincere*" and "Cultural*" 4 dimensions,19 specific indicators total.In the "Friendly Shandong" tourism brand personality to its extension brand evaluation empirical study.Select "Fairy Coast" as the typical representative of "Friendly Shandong" tourism brand numerous brand extension.By the 5 test items of parent brand quality perception,parent brand width perception,extension brand quality perception,belief feedback,15 specific measurement indexes total as the questions of the questionnaire.Through hierarchical multiple regression analysis methods were used to three models for statistical analysis of the data,draw the "Friendly Shandong" tourism brand personality as a moderator of extension evaluation,typical of brand extension brand impact on parent brand belief feedback utility,verify the research hypothesis.Based on the research of "Friendly Shandong" tourism brand personality to extensionevaluation of its influence,draws the following conclusions:(1)Like the common consumer brand,the regional tourism destination brand has personality,and because of differences in resource characteristics,cultural tradition,different regional tourism destination brand has different personalities;(2)The parent brand personality in tourists to evaluate the brand extension have generated effects;(3)The main characters of "Friendly Shandong","Cultural*" and "Happy*" in visitors to the brand extension evaluation have a significant role,while the secondary characters of "Beautiful*" and "Sincere*" did not produce a significant effect.