Research On The Diachronic Characteristics Of Xi'an Tourism Brand Personality Based On Internet Travel Notes

During the era of destination competition,more and more destinations turn to shape the brand personality so as to stand out from the competition,seize the tourists' attention and appeal them to destinations.A successful brand personality is not an unchanging sign,innovation in stability can not only improve the recognition of the destination based on the destination resources,but also maintain the long-term attraction of the real tourists,and meanwhile inspire the potential tourists who have a strong desire to travel,ultimately transforming the destination into industrial and economic capabilities.Xi'an has always been a low profile,traditional,simple and massive brand personality,however,since 2014,due to the “Belt and Road” strategy,comprehensive Free Trade Zone and e-commerce cities and many other pioneering opportunities,as well as a series of international conferences and events,taking the initiative to create a modern city,which has successfully attracted the attention of tourists at home and abroad.Therefore,this paper takes 2014 as the time node and studies the vertical dynamic change of Xi'an tourism brand personality from the diachronic perspective.First of all,this paper reviews the core concepts and the literature on brand personality and destination brand personality.The study analyzes the text of the tourists' online travel with the method of content analysis,and constructs the Xi'an brand personality of the 2009-2014 period and the 2014-2019 period,based on the China localized brand personality dimension.Then the study analyzes the diachronic changes of Xi'an brand personality in the decade.Secondly,based on the related literature of urban brand tourism elements and the tourism attraction,this paper classifies the tourism elements of Xi'an brand.And meanwhile,this paper uses SPSS 20.0 to analyze the correspondent relationship between Xi'an brand personality and tourism elements by correspondence analysis,and then compare two groups of Xi'an tourism elements in different time periods by paired sample T-test analysis.The research study shows that:(1)The intensity of brand personality dimensions perceived by tourists is different in different time periods;the personality dimension of Xi'an brand in 2009-2014 is“Benevolence”,“Elegance”,“Wisdom”,“Joy” and “Courage”;The brand personality of Xi'an in the 2014-2019 stage is “Elegance”,“Wisdom”,“Benevolence”,“Joy” and “Courage”;in general,the brand personality is mainly concentrated in “Benevolence”,“Elegance” and “Wisdom” dimensions,meanwhile the dimensions of “Joy”and “Courage” are not perceived enough;in the aspect of perceived specific brand personality vocabulary,during the 2014-2019 period,14 words like intelligent,trendy,open,festive and youthful are mainly focused on “Wisdom” and “Joy” compared to 2009-2014;from the diachronic analysis of Xi'an brand personality,the overall characteristics of Xi'an brand personality perceived by tourists is stable and changeable.(2)There is a significant correlation between Xi'an brand personality and tourism elements;during different times,the source of brand personality perception by tourists from tourism elements appears to be some differences;the brand personality“Benevolence” is reflected in the tourism service personnel,tourism enterprises and urban residents;the brand personality “Elegance” is embodied in the human landscape and folk customs;“Wisdom” is mainly reflected in the service facilities,information facilities and transportation;“Joy” is mainly reflected in the artificially developed tourism products such as shopping and entertainment,and natural landscape;“Courage” is mainly in the natural landscape.(3)Through the paired sample T-test analysis,the Xi'an tourism elements in 2014-2019 have changed significantly compared to 2009-2014.Based on the verification of the significant relationship between Xi'an tourism brand personality and tourism elements,combined with the conclusion of the changes of Xi'an tourism brand personality,which can be explained that the changes of tourism elements in different time periods have caused the change of Xi'an tourism brand personality.That is to say,the change of tourism elements is an important reason for the change of Xi'an tourism brand personality.Finally,based on the above analysis results,this paper presents some adapted management apocalypses and proposals: to deepen the traditional cultural landscape and explore new scenic spots and hidden cultural tourism resources;to deepen "elegance" and "benevolence",strengthen "wisdom",and cultivate "joy" and "courage";to develop e-tour and enhance tourism experience;to make full use of IP culture and innovative marketing characteristics of xi 'an;to leverage new social platforms and target visitor preferences.