A Study On The Relationship Between City Tourism Brand Personality Tourists' Sense Of Place And The Loyalty

The development of tourism industry is in the era of destination brand competition.The sense of places and loyalty of tourists have received increasingly attention and turned to a hot issue in the research of tourism,especially,the loyalty of tourists has become an important index in evaluation of tourism product and market.The establishment of the brand personality can make the tourism products of one city different from others and build strong emotional bonds between tourists and the city in order to strengthen the sense of place and loyalty of tourists.In this way,it is easy to realize differential management and market localization effectively so that the urban tourism destination can stands out in a wide range of brand competition.With so many competitors and the challenging market prospects,only we add the market demand and recognition condenses on the city tourism brand can we form the distinctive brand personality so as to reinforce the sense of place and loyalty of tourists to achieve long-term sustainable development.Based on the above background,this paper summarizes and innovates to put forward the dimensions of city tourism brand personality,sense of place and loyalty through reading a large number of literature analysis.The following methods have been used in this research,such as questionnaire survey,factor analysis by SPSS,structural equation model study by AMOS.And the relationship between the brand personality dimensions and tourists loyalty has been analyzed based on the intermediary variable,the sense of places.Finally after the summarizing and analyzing,the strategies of the construction of urban tourism brand personality were put forward.The research conclusions mainly include:(1)there are four dimensions of city tourism brand personality,moving,vigorous,joy and warm.(2)the four dimensions can be divided into two parts by factor analysis and summary.The dimension of moving and vigorous can be seen as the functional dimensions and the dimension of joy and warm are the affective dimensions;(3)some of the dimensions of city tourism brand personality have a direct or indirect impact on sense of place and the loyalty of tourists.According to the above conclusions,this paper has cleared about the influence mechanism between city tourism brand personality and the loyalty of tourists and provides reference for the city tourism.