| The identifiable specific brand personality abstracted from products and services gradually becomes one of the most valuable brand assets of enterprises and organizations at the brand-consumption stage of tourism market.The brand with distinctive brand personality can stand out in the brand jungle where resources are converging and functions are converging.Besides,it is easier to get tourist attention attract tourists easier,evoke deeper emotional resonance among tourists,and improve the market discourse right of tourism brands,and it has important practice and scientific research.value.In contrast,the research on brand personality is very inadequate in the field of tourism,and the research value has not been fully explored.Based on this situation,this study discusses the influence of destination brand personality,brand relationship quality,and travel intention,which can provide many management implications for destination brand marketing.This study takes Songshan Shaolin Scenic Spot in Dengfeng of Henan Province as an example,based on a systematic literature review of brand personality and tourist behavior intentions,both qualitative and quantitative methods are used in this paper.First of all,with the data samples of 97 the traveler ' s travel notes on the travel website,a scale of tourism destination brand personality measurement with dual attributes of nature and culture can be divided into 5 dimensions of 108 feature words by using back-to-back coding,saturation testing,expert consultation and other methods.Then,a model of the relationship between tourism destination brand personality,brand relationship quality,and tourism intention is constructed based on the research framework of personality trait theory and self-regulating attitude theory and with tourism experience as a moderator.This study also makes a useful exploration of tourist behavior intention influenced by the destination brand personality with the method of structural equation model analysis and multiple hierarchical regression analysis.The conclusions of the study show that:(1)The destination brand personality with dual attributes of nature and culture can be divided into five dimensions offemininity,sacredness,excitement,competence and vibrancy,and the perception of tourists presents the characteristics of polarization.Among them,dimensions of femininity,sacredness,excitement have a high degree of recognition,while dimensions of competence and vibrancy have a relatively low level of recognition.(2)he destination brand personality with dual attributes of nature and culture t has the unity of dynamic and static contradiction.Tourists not only feel the tenderness and quietness of the scenic spot(119),but also experience its vibrancy(19).The harmony of movement and stillness create the unique brand of this type of tourist destination.(3)The destination brand personality does not have a direct and significant positive impact on tourist intentions,but it can indirectly affect the tourist intentions through brand relationship quality(brand satisfaction,brand trust),which further proves that the appraisal,affective and behavior sequence from the theory of self-regulating attitude must be appropriate for the tourism research.Due to the particularity of the survey sample,the tourism experience has a significant positive regulatory effect on the excitement,vibrancy and the tourist intention of tourism,but its regulatory effect on the femininity,sacredness,and competence is not significant.On the one hand,this study has the innovation in the research of vocabulary brand personality,and enriched the research of brand personality theory in the field of tourism from the perspective of tourists' perception.On the other hand,it takes an important role in shaping the personality of tourist destinations that matches its own characteristics,strengthen the emotional management of tourists,build high-quality brand relationships,and provides a reference for precise brand positioning of tourist destinations. |
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