Research On The Brand Personality Building Of Food Tourism Destination

With the rapid development of tourism,the competition among tourist destinations is increasingly fierce,and branding has become an important tool for destinations to gain competitive advantages.As the brand personality can help people to realize the rapid association and positioning evaluation of specific destinations,more and more destinations are expecting to stand out among destinations with homogeneous tourism resources by digging and shaping unique brand personalities.Due to the low production cost,simple and easy process to imitate,the homogenization of food tourism resources is becoming more and more serious.However,the diverse and heterogeneous minority cultures have great capital potential in the tourism market.How to tap the potential and build a brand by combining the two destinations?Based on this,this paper selects The Hui people's living area with ethnic and religious characteristics and Xi'an Huifang,a national famous food and tourism destination,as the case study site,and plans to conduct theoretical and empirical research on the brand personality building of food and tourism destinations from the aspects of literature theoretical analysis,framework construction,empirical test and management Suggestions.This article through to the food tourism,destination brand personality and its shape and relevant literature study,sums up out of the destination brand personality factors that influence the formation of a clear food tourism destination brand personality shaped three main body,to explore food tourism destination brand personality shaping path,reveal food tourism destination brand personality shaping mechanism.Xi'an Huifang,for example,by adopting the combination of qualitative and quantitative research methods,to get the destination project brand personality and sense of individuality,development and test food tourism destination brand personality scale,brand personality dimensions model is determined by factor analysis,using regression analysis,inspection the influence degree of the brand personality dimensions of tourism intention and familiarity between brand personality and travel intentions adjustment.The results show that:(1)"exotic","excited","sincere" and "dynamic" belong to the fourThe results show that:(1)"exotic","excited","sincere" and "dynamic" belong to the four main brand personality dimensions of Xi'an Huifang,and the four dimensions have a significant positive impact on tourism intentions,indicating that the path of building brand personality dimensions is reasonable;(2)Among the four dimensions,"exotic" covers the brand projection personality of Xi'an Huifang's gourmet tourism destination to the greatest extent,and has the strongest ability to predict the tourism intention.Its projection personality words indicate that ethnic and religious culture is an important weapon of Xi'an Huifang's individuality.(3)Familiarity has positive and negative moderating effects on the relationship between "exotic" and "vitality" and tourism intention,respectively.Based on the above analysis results,this paper proposes three management Suggestions for the brand personality building of Xi' an Huifang Gourmet tourism destination:(1)establish brand awareness,mining implicit cultural tourism resources;(2)enhance tourism experience and innovate the marketing of gourmet tourism features;(3)deepen "foreign",enhance"excitement" and "vitality",and maintain "sincerity".This study is expected to provide a theoretical basis for the brand personality building of tourism destinations with similar resources.