Research On The Influence Of City Destination Brand Personality On Tourist Loyalty

Urban tourism has always been a hot topic in the field of tourism research.The research on tourism functional attributes of urban destinations is relatively mature,while the research on non-functional attributes like destination brand personality is less.The construction of brand personality of urban destination is helpful to meet needs of tourists' personalized tourism,emotional and spiritual tourism of deep tourism,so it is especially necessary to explore the dimensions of brand personality of urban destination.The related research has discussed the relationship between destination brand personality and tourist loyalty,but lacks in-depth research on the specific mechanism.This paper introduces self-consistency and destination brand experience to further analysis and research the cause of tourist loyalty,expandes the relevant theoretical research content of tourist loyalty.Taking Xi'an as an example,choosing the main urban area of Xi'an as the site of field investigation,making domestic tourists in Xi'an as the object of investigation,distribute and collecte questionnaires in hot spots with large passenger flow in the urban area by using a random one-to-one way.The research collects the vocabulary describing the brand personality of Xi'an city by literature review,and explores and constructs the dimensions of the brand personality of Xi'an city by exploratory factor analysis and confirmatory factor analysis.The component dimensions of destination brand experience are measured and extracted,including experience of destination knowledge brand and experience of destination emotional brand.Destination brand personality reflects the personified personality traits of destination.Tourists' perception and evaluation of destination brand personality are closely related to their own personality traits.Self-consistency refers to the degree of consistency between self-concept and destination brand personality.It is usually divided into two dimensions:real self-consistency and ideal self-consistency.Destination brand experience refers to the interaction between tourists and destination brand.The higher the consistency between the self-concept of tourists and the destination brand,the higher the destination brand experience that tourists receive,and the higher the tourists'willingness to revisit and recommend which the higher tourist loyalty.The theoretical research ideas of destination brand personality perception-self consistency-brand experience-tourist loyalty,the study constructs structural equation model to verify the relationship between variables and explore the impact path of destination brand personality on tourist loyalty.Through empirical research,the conclusions are as follows:(1)Xi'an city brand personality includes five dimensions:rough,traditional,open and innovative,warm and friendly,and internationalization.(2)Destination brand personality significantly positively affects tourists' self-consistency.(3)Self-consistency can not directly affect the loyalty of tourists,but it can indirectly affect the loyalty of tourists through the connection of brand experience.(4)Destination brand personality can significantly and positively affect destination brand experience and tourist loyalty,and destination brand experience plays a part of intermediary effect between destination brand personality and tourist loyalty.The innovation of the research:First,through the further summarization and analysis of the five major dimensions of Xi'an city destination brand personality:rough,traditional,open and innovative,warm and friendly,and internationalization,When other cities or other the type of tourism destination measure the brand personality,which can construct the destination brand personality measurement scale through three aspects of the destination space geographical feature,the tourism feature and the destination place spiritual characteristic.Secondly,brand personality on tourist loyalty and then the destination brand personality can directly affect the loyalty of the tourists.The destination brand experience acts as a mediator between the two.Destination brand personality and self-consistency can influence tourist loyalty through the connection of the destination brand experience.In summary,the guiding significance of this paper for practice is mainly reflected in the following two aspects.One is urban tourism destination should dig deeper into the character of the city and shape its distinctive urban destination brand personality,the other one is urban destinations can cultivate tourist loyalty by excavating and expanding the components of destination brand personality,enhancing destination brand personality and self-consistency,and brand experience of urban destinations.