The Influence Of The Brand Personality Of The Old Town Of Lijiang On The Satisfaction Of Tourists

As one of the world heritage sites,Lijiang Ancient Town has been favored by more and more tourists from home and abroad since its exposure.In the process of developing tourism,the tourist destination needs to carry out differentiated product positioning and effective brand marketing in order to constantly improve the tourist satisfaction.Brand personality is just the advantage of the destination brand competition.With unique brand personality characteristics,tourism destinations can be closer to tourists,thus improving satisfaction.Based on theories and practices,this article studies the relationship among brand personality of Lijiang Ancient Town,self-congruity,functional congruity and tourist satisfaction.We expect to explore the influence mechanism of satisfaction from tourists' perception of brand personality.Starting with online comments from visitors,this paper firstly explores the tourism destination brand personality vocabularies of the ancient town of Lijiang with the method of text analysis,expert opinion and literature review.Then the paper uses exploratory factor analysis to explore brand personality dimensions.Lastly,the research proves the validity and feasibility of the dimensions with confirmatory factor analysis and constructs the second order factor model of brand personality.Although some scholars have applied the concept of self-congruity widely in tourism research,the concept of functional congruity is rarely applied to the relationship research between brand personality and tourist satisfaction.Therefore,this thesis takes brand personality of Lijiang Ancient Town as the independent variable and the tourist satisfaction as the dependent variable,and introduces the intermediate variable of self-congruity' and functional congruity,then establishes the structural equation model to verify hypothesis.On the basis of questionnaire survey,the article analyses related variables characteristics,the relationships among variables,and the demographic effects on variables in corresponding to descriptive analysis,factor analysis,independent sample T test and single factor variance analysis.According to the results of the study,the constructive and feasible suggestions are proposed to the managers of ancient town of Lijiang to promote the improvement of tourism destination,thus improving the satisfaction of tourists.Through empirical research,the results are as follows:(1)Brand personality of Lijiang ancient town is constructed by four dimensions.They are leisurely-comfortable,cultural-historical,modernistic and sensory appealing.Physical and mental relaxation,beautiful scenery,modern,unique amorous feelings,in turn,respectively is one of the biggest path coefficient measurement of four dimensions.(2)The correlation coefficient between leisurely-comfortable and sensory appealing is 0.48,the correlation coefficient of any other two dimensions is between 0.50 and 0.69.The four dimensions interact with each other,so it can construct the second-order factor structure of brand personality.Brand personality of Lijiang Ancient Town positively influences on leisurely-comfortable,sensory appealing,modernistic and cultural-historical.The path coefficient,in turn,is 0.70,0.67,0.89,0.77.Brand personality of the second order factor structure has the greatest influence on the modernistic and the least influence on the sensory appealing.(3)The brand personality as a second order factor structure has significantly positive influence on functional congruity,actual self-congruity,ideal self-congruity and tourist satisfaction.The influence of brand personality on functional congruity is far greater than that of self-congruity.The functional congruity has positive influence on the tourist satisfaction,and the influence coefficient is 0.50.However,the positive influence of actual self-congruity and ideal self-congruity on tourist satisfaction is not verified.Functional congruity has partial mediating effect between brand personality of the second order factor structure and tourist satisfaction.(4)According to the influence of demographic factos on variables,men have higher cognitive with actual self-congruity than women.Tourists aged 56 and over have low assessment of leisurely-comfortable,but people who are aged 18-25 years old,26-35 years old,46-55 years old have relatively higher evaluation of leisurely-comfortable.There were differences in functional congruity between the ages of 18-25 and 26-35.The group of 26-35 years old have a higher degree of recognition of the functional attributes of ancient town of Lijiang.Different education levels,different occupations and different monthly income levels had no significant impact on the study variables.Based on the conclusions,the following management practice revelations are given.1)In view of the characteristics of brand personality,we should create a beautiful scenic spot with a minority customs culture and modernity,which can bring the tourists both body and mind relaxtion.2)From the perspective of structural equation,the positive brand personality perception is favorable to boost the tourists' satisfaction.The higher the cognitive consistency of functional properties of the tourist destination,the more favorable it is to improve the tourists' satisfaction.The innovation of this paper is to construct the second-order factor structure of the brand personality.Then the functional congruity variables were introduced into the relationship research between brand personality and tourist satisfaction.